Mary Carmichael
Coca-Cola Enterprises is throwing £56m behind its UK portfolio this year with activity focusing on its key consumers teenagers, young adults and families.
A £5m launchpad for new Vanilla variants of Coke and Diet Coke tops the soft drinks giant's list.
Single packs of Vanilla Coke will be on shelf next week, with share-size bottles and six-packs joining them a month later.
TV and press ads in May and June will take a reward your curiosity' theme and are backed by sampling.
Marketing director Norman Brodie predicted the spin-off brand would be worth a minimum of £16m within two years. Cherry Coke is to be relaunched as Coca-Cola Cherry and will also benefit from the new arrivals' campaign. It gets new graphics and features on instore displays. In addition, a £1.7m purse will support a Silver Screen promotion for Diet Coke.
Backed by TV ads featuring a major Hollywood star, the offer runs on limited edition silver bottles and prizes include VIP trips to film premieres.
Other highlights include a £3.1m budget for Oasis double last year's spend for a summer multi-media campaign aimed at taking it into the take-home market, as well as a £2.7m spend for Powerade. TV ads for the sports drink start next month and a new watermelon and kiwi flavour is linked to blockbuster film Matrix Reloaded.
Activity also includes a £10.6m spend across the Malvern, Ashborne, Perrier, Buxton and Vittel water portfolio, while the Sprite, Dr Pepper and Lilt brands get budgets of £3m, £2m and £5m respectively.
Juice drink activity includes a £3.5m TV campaign for 5 Alive, and a link between Winnie the Pooh Roo Juice and Disney's new Piglet film. Schweppes mixers will get another Topical Moments' poster campaign featuring celebrity lookalikes.
CCE is already running a Txt 2 Collect music promotion across several brands, sponsoring Ant and Dec's TV programme and has ongoing links with football. including the Premier League.
{{MARKETING }}
Coca-Cola Enterprises is throwing £56m behind its UK portfolio this year with activity focusing on its key consumers teenagers, young adults and families.
A £5m launchpad for new Vanilla variants of Coke and Diet Coke tops the soft drinks giant's list.
Single packs of Vanilla Coke will be on shelf next week, with share-size bottles and six-packs joining them a month later.
TV and press ads in May and June will take a reward your curiosity' theme and are backed by sampling.
Marketing director Norman Brodie predicted the spin-off brand would be worth a minimum of £16m within two years. Cherry Coke is to be relaunched as Coca-Cola Cherry and will also benefit from the new arrivals' campaign. It gets new graphics and features on instore displays. In addition, a £1.7m purse will support a Silver Screen promotion for Diet Coke.
Backed by TV ads featuring a major Hollywood star, the offer runs on limited edition silver bottles and prizes include VIP trips to film premieres.
Other highlights include a £3.1m budget for Oasis double last year's spend for a summer multi-media campaign aimed at taking it into the take-home market, as well as a £2.7m spend for Powerade. TV ads for the sports drink start next month and a new watermelon and kiwi flavour is linked to blockbuster film Matrix Reloaded.
Activity also includes a £10.6m spend across the Malvern, Ashborne, Perrier, Buxton and Vittel water portfolio, while the Sprite, Dr Pepper and Lilt brands get budgets of £3m, £2m and £5m respectively.
Juice drink activity includes a £3.5m TV campaign for 5 Alive, and a link between Winnie the Pooh Roo Juice and Disney's new Piglet film. Schweppes mixers will get another Topical Moments' poster campaign featuring celebrity lookalikes.
CCE is already running a Txt 2 Collect music promotion across several brands, sponsoring Ant and Dec's TV programme and has ongoing links with football. including the Premier League.
{{MARKETING }}
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