Coca-Cola Enterprises is ringing the changes with its Diet Coke and Minute Maid Froot Refresh brands as part of a wave of activity planned for the next 12 months.
From February, its Diet Coke with Lemon and Diet Coke with Lime variants will be replaced by Diet Coke with Citrus Zest, which combines lemon and lime flavours, to target older Diet Coke drinkers.
The company is also rebranding its Froot Refresh impulse drink as Minute Maid Juice Drink to build on the growth of the Minute Maid brand. New flavours will also be added to the range later in the year.
"Froot Refresh met our requirements but didn't get the message across that it was 50% juice," said marketing director Kieran Hemsworth. "The fact that it contributes to one of the recommended five-a-day will be the key message for the new brand."
CCE is also working to better differentiate its Coca-Cola, Coke Zero and Diet Coke brands through a series of targeted campaigns throughout 2007. Its first for Diet Coke will be the sponsorship of forthcoming ITV2 reality show WAGs Boutique, which puts two teams of WAGs -footballers' wives and girlfriends - against each other to run fashion boutiques over a three-month period.
For its male consumers, the company is building on last year's Win a Player promotional tie-in with the Football League with a new Buy a Player concept. The promotion will run across packs of Coke Zero and Coca-Cola offering fans the chance to win a share of a £10m transfer fund for their Football League or Scottish Premiership club.
Some 45 million packs will carry codes that consumers text to win anything from 50p to £100,000 for their club as well as £10,000 for themselves. A £750,000 marketing campaign will support it.
For its Powerade brand, CCE is spending £5m on a 52-week sponsorship of Sky Sports Morning Report as well as a Try Me Free promotion to double the sports drink's penetration next year.