Appletiser, distributed by Coca-Cola Enterprises Ltd (CCE), is encouraging women to ‘Sparkle on’ in 2012 with its new integrated brand marketing activity.
The £3m campaign, which includes digital, PR and national sampling, has been developed to not only resonate with Appletiser’s core consumers of women aged 30 – 40, but also to engage a wider audience of women aged 25 – 50.
This campaign supports the recent launch of the 350ml handbag sized and 1.25L take-home PET packs of Appletiser and Grapetiser.
This new ‘Sparkle on’ brand positioning has been developed following consumer research, in a bid to engage with and inspire Appletiser’s core target consumers on an emotional level.
It’s about the simple things that give women their sparkle back and feel more confident about themselves.
The digital aspect of the activity launches this month.
A Facebook application and advertising, as well as a viral video, will aims to drive awareness, of the ‘Sparkle on’ message and begin to establish the new brand positioning.
The re-launched Facebook page aims to mirror the entertaining, editorial approach of a lifestyle magazine, featuring relevant content for the audience, such as: fashion, culture and career advice.
The Facebook page will evolve, providing new content and activities for fans, as well as competitions and money-off coupons for associated fashion and beauty brands.
Appletiser kicked off its national sampling campaign in the main atrium of Westfield London Shepherd’s Bush from the 4th – 6th May and distributed its new Appletiser handbag sized 350ml PET bottle, sampled the new White and Red Grapetiser flavours and raised awareness of the ‘Sparkle on’ message.
Bruce Scott, Cross-Franchise Brands Senior Marketing Manager at Coca-Cola Enterprises Ltd, said:
“Our new ‘Sparkle on’ campaign, aims to help women to realize their inner sparkle, by providing a product and digital content that is relevant as well as generating interest and excitement.
“With the national sampling campaign we will be driving trial, with over 900,000 samples to demonstrate the convenience of the new handbag size pack, the delicious new White and Red Grapetiser flavours as well as establishing a brand personality with the ‘Sparkle on’ experiences available on-stand.”
Brands2Life is managing the social media and PR activation for the ‘Sparkle on’ campaign.
Appletiser is available in 350ml and 1.25L PET packs, as well as 750ml and 275ml glass bottles, and 330ml cans.
Additionally, the brand introduced Red Grapetiser and White Grapetiser in March, which are also available in 275ml glass bottles and 1.35L PET packs.
The new PET format aims to complete the range making it suitable for all occasions.