The original line-up of orange, lime, peach and cranberry variants were joined by raspberry in February 2002. Fruity flavours and brightly-coloured bottles position the products as female-oriented, whereas GUDV's other major PPS brand Smirnoff Ice appeals to male drinkers. An August TV campaign accounted for £3.5m, and was backed by posters and press ads. A £6m budget for the main Archers brand also helped. The latest marketing ploy is an online planner that helps girls co-ordinate their nights out. Sales TNSofres Superpanel ranks Archers Aqua as the third biggest PPS brand in the UK take home market which is worth £209m, behind Bacardi Breezer and Smirnoff Ice, despite GUDV having underestimated the launch demand. The company says "The PPS market is growing at 40% year on year and 54% in multiple grocers. Archers Aqua is third in the off trade with 18.5% of the market and we are extremely pleased with its performance. Sales have exceeded initial forecasts threefold so far and the brand marks us as a firmly established player in a highly competitive market. "Its strength lies in our continued and vigorous research into the 18 to 30-year-old female audience, who account for 61% of the category. Sales of the new raspberry flavour have also beaten initial targets and we are confident that the next year is going to be even more successful than the last." {{P&P }}