Coca-Cola Enterprises has launched two new varieties of its Schweppes soft drink brand, as it becomes the latest producer to target the adult soft drinks market.
New Schweppes sparkling juice drinks will initially be available in grapefruit and blood orange, and lemon and elderflower varieties, when they launch this month. Each 275ml bottle contains 55 calories, positioned as a lower-calorie alternative to existing options in the adult soft drinks sector.
Last month, we reported that Britvic had introduced new packaging and branding across seven of its major soft drinks brands – including Pepsi Max, 7Up and Lipton Ice Tea – as it sought to drive further growth within the adult demographic.
Coca-Cola Enterprises operational marketing director Caroline Carter said: “2015 marks a huge year of investment for Schweppes. With its 230-year heritage, the brand is well-known and trusted. We want to build on this loyal following in licensed channels by engaging with a new generation of sophisticated adults to trial the Schweppes range – particularly the new sparkling juice drinks, offering consumers greater choice.”
Its introduction will be supported by a new marketing campaign covering television, on-demand and cinema advertising, behind-the-bar point-of-sale and digital activity, and outdoor media. It will be united under the tagline “separating men from boys, separating women from girls,” highlighting the range’s adult credentials.
Carter added: “The new brand proposition and marketing support is an exciting step-change for Schweppes and will help to support our customers by driving brand awareness with our target audience. This is the first wave of investment for Schweppes in 2015, with more exciting plans to be announced later in the year.”
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