Schweppes is hoping to inject some fizz into the flat premium adult soft drinks market with a £2m media spend this April supporting the launch a new range and the rebranding of its sparkling offer.
Classic will include ginger beer and cloudy lemonade. The label will feature a 'Since 1783' logo to highlight the brand's traditional heritage and flag up its no-artificial additives claim.
Schweppes has also overhauled its Straightcut sparkling fruit drink, launched last April in its first significant move outside of mixers. It will be rebranded as Lightly Sparkling in the next few weeks, which, combined with a new pack design and flavours, is intended to increase shelf standout.
The company said it was keen to attract new users to the £114m adult category, which grew just 2.6% last year [Nielsen 52 w/e 10 November 2007].
"Adult soft drinks currently has the lowest frequency of purchases in soft drinks," said trade communications manager Kenny Chisholm. "The additions offer everyday access to adult soft drinks for younger upmarket consumers."
The £2m spend will include TV, press, outdoor activity and sampling.
Chisholm said the Coca-Cola-owned brand was the number one soft drink brand for the over-30s, putting it in a good position to use NPD to drive growth.
Meanwhile, Coca-Cola is launching two on-pack promotions for Fanta and Dr Pepper, backed with a £3.3m spend. The six-week campaign kicks off on 31 March and is targeting teens and young adults with prizes such as ringtones and games consoles.