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*Appletiser, the 100% fruit juice drink with a touch of sparkle, is celebrating after becoming the fastest growing Adult Special Soft Drinks brand of 2007, with a +12.2% value growth increase across all channels. **
This unprecedented figure has been further cemented by figures which reveal Appletiser’s closest competitors are in decline by as much as -28.5%*.
A combination of increased listings across retail, on premise and cold channels; the launch of well-targeted NPD and the roll-out of a strategic marketing plan has led to the brand now being worth over 25.8m retail sales value (RSV).
Thanks to the brands’ governmental 5-a-Day accreditation, the Appletiser, Grapetiser and Peartiser 330ml cans are now listed in over 750 educational sites across the UK. The brand also continues to secure new listings within all retail channels, clocking up a staggering 14,000 new distribution outlets in 2007, including Tiger Tiger, Pizza Express and Superdrug.
“The Appletiser brand is going from strength to strength,” said Andy Thompson, Appletiser Brand Manager. “We're thrilled to reign as the fastest growing Adult Special Soft Drink brand of 2007. This is testament to the brands’ focused marketing strategy centred on our 5-a-Day accreditation, and of course the launch of Peartiser, which further strengthened the brands’ growth. The summer ‘win a dream lunch’ on pack promotion also proved successful, increasing sales of the Appletiser brand by over 38% compared to the previous year in Grocery.
“During 2008, the brand will continue to be heavily supported, up to the value of £6.8 million. We will continue to implement a single-minded marketing strategy to communicate Appletiser’s key product credentials, in particular 5-a-Day. This will consist of a year-long online and viral campaign, women’s print advertising, UK-wide sampling, implementation of a Buzz marketing programme and targeted PR activity.
We expect that 2008 will continue the successes achieved in 2007, driving the brand towards being the drink of choice for 25-35 year old women looking for a great tasting, healthy and premium soft drink.”
Source: AC Nielson 1 Dec 2007
