Marketing spend will double to £7m this year and a new TV ad from April will highlight the brand's heritage and co-operative of 600 cranberry growers for the first time. The strapline will be 'Good Taste, from a Good Place'.
Last month, the drinks giant replaced Gerber Juice Company as the UK distributor of Ocean Spray, which has fallen 13.1% in value and 18.1% in volume in the past year [IRI 52w/e 23 January 2010].
CCE, which also owns Oasis and Capri Sun, now accounts for a £215m share or quarter of the market share of branded juices, according to Caroline Philiponnet-Bethell, brand development controller.
She expected the more premium packaging to help the brand stand out on the juice fixture, which saw sales slip 3.9% in value last year [Kantar Worldpanel 52w/e 27 December].
"We are clear the juice market decline is not going to be a long-term trend," she said. "We are launching the first branded blueberry juice, and blueberry is the fastest-growing superfruit."
The taller and slimmer 1-litre packs come in four chilled variants (rsp £2.09) and eight ambient variants (rsp £1.19, up from £1.06).
CCE also announced this week that it wanted to double its share of energy in the next five years. It is launching 90ml Monster energy shots (rsp: £1.69 and £1.99) which are 30ml larger than the standard 60ml format, and Khaos, an orange-flavoured version of the canned Monster drink.