A £5m launchpad for new Vanilla variants of Coke and Diet Coke tops the soft drinks giant’s list with single packs of Vanilla Coke on shelf this week.
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 a £1.7m purse will support a Silver Screen promotion for Diet Coke.
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.