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First printed in Checkout Magazine
Coca-cola mounting summer push
Coca-Cola Enterprises (CCE) is planning a summer saturation of its brands with new launches, variants and formats.
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| Schweppes Summer Punch Lemonade |
In addition to the launch of Coca-cola Zero, CCE will boost the profile of the Schweppes, Minute Maid and Appletiser brands.
A limited edition Schweppes Summer Punch Lemonade will be available in two-litre bottles. Additionally, the entire Schweppes and Canada Dry mixer ranges will be available in one-litre bottles with new graphics and a new bottle cap which doubles as a spirits measure. Two new Schweppes variants will be added to the range, Schweppes Tonic with Pomegranate and Schweppes Russchian. The brand will be supported by cinema and TV advertising, sampling and PR activity.
'Try Me Free' neck collars promoting the money back guarantee promotion, will feature on 1.4m bottles of Minute Maid Froot Refrsh. Customers can send the neck collars off as proof of purchase to receive a refund. Starting in August and running for six weeks, the promotion will be supported by an outdoor media campaign.
A new product, Capri-Sun 100% Juice, will join the kids' drink range. Available from August in orange and apple variants, brand support for Capri-Sun in 2006 will be worth £2.3m.
Appletiser will be repeating its 2005 diamond on-pack promotion, which will run over three months. Appletiser will also sponsor repeats of the sitcom friends on E4 throughout 2006.
Finally, CCE will introduce new packing formats. This includes a new multi-pack of mini bottles across a range of brands and a new fridgepack, a 330ml can multi-pack designed to fit in a standard fridge, the latter supported by a £1m television advertising campaign.
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