Sparkle on in 2012 with Appletiser and Grapetiser - Introducing a new PET format and Flavour Launch to GB
Monday, January 16, 2012
This year, Appletiser, the premium soft drink brand distributed by Coca-Cola Enterprises Ltd (CCE) is seeking to broaden its consumer appeal and strongly increase consumption occasions of the brand with the launch of PET packs, a new flavour to the portfolio, Grapetiser, and an exciting integrated marketing campaign. All part of a £3m brand investment to significantly drive awareness and rate of sale of the brand in 2012.
New Appletiser 350ml PET
Research has shown that consumers would prefer to buy Appletiser in a plastic bottle in both 'on the move' and supermarket environments[1]. The introduction of Appletiser 350ml PET bottle from April will give adult soft drinks consumers the same great taste in a new lightweight, portable re-sealable pack. It contains the same refreshing Appletiser product as the familiar glass and can formats, with 100% juice.
The convenient on-the-go hand bag sized format means it can be enjoyed more easily, more often and in more environments by Appletiser's core target female audience. It will also broaden the brands ability to tap into a consumption opportunity of 45m adult on-the-go occasions[2] and expand usage beyond special occasions into more everyday opportunities, such as lunchtime and increase distribution into more retail outlets.
New Appletiser 1.25L PET
In addition to Appletiser on-the-go 350ml, the brand is also launching a value for money 1.25L PET take-home pack, offering 66% more volume than the 750ml glass bottle for the same manufacturer's suggested selling price. The adult soft drinks sector remains in growth[3], but has been affected by the current economic climate, as it is generally perceived to be a more premium format for special occasions. With the launch of new 1.25L PET take-home pack, the brand aims to drive both frequency and penetration into everyday consumption occasions and broaden its appeal further. The new PET format allows Appletiser to maintain its premium brand positioning and product quality and offer an increased value for money option for the consumer.
Introducing Grapetiser
Grape is a popular flavour within the adult soft drinks sector[4] and the brand is responding to consumer demand for additional mainstream flavours with the launch of Grapetiser White and Grapetiser Red this February. Both variants contain 79% fruit juice (from concentrate). Graptiser Red will be available in 1.25L PET packs, 275ml glass bottles 330ml can pack formats. Grapetiser White will be available in 1.25L PET packs and 275ml glass bottles only.
In 2012, Appletiser is being supported by a £3m total brand investment. An integrated marketing campaign with the strapline 'Sparkle On' kicks off in the new year with the launch of a dedicated Facebook page and PR campaign. A targeted campaign from May lasting throughout the year will then drive awareness of the new Appletiser PET packs and will include events, sampling and PR. Tailored POS across different channels will be available to highlight the launch and promotional periods.
Bruce Scott, Cross-Franchise Brands Senior Manager at Coca-Cola Enterprises Ltd comments:
"Appletiser is a popular brand and we are really excited about the launch of Appletiser PET 350ml and 1.25L and new Grapetiser, which is also available in the new 1.25L PET format. With these new packs and flavours we aim to make the brand appeal to more people on more occasions, therefore increasing distribution opportunities as well as frequency and penetration of purchase, driving sales for the retailer and further growth for the brand.
"Following the launch of Appletiser PET into the South African market in 2011, the brand managed to more than double rate of sale and we are expecting the new format to perform well in GB. It's supported by an exciting new marketing programme raising the overall awareness of the brand, and we would encourage retailers to get on board by stocking 350ml and 1.25L PET formats to provide their shoppers with a premium everyday soft drink option."
Appletiser remains available in 750ml and 275ml glass bottles, and 330ml cans. The new PET format aims to complete the range making it suitable for all occasions.
For stockist enquiries, retailers should contact 0845 722 7222.
[1] Milward Brown January 2010 Base - Buy only adult soft drinks at least once a year (394)
[2] Kantar Worldpanel Usage 52 weeks w/e 07/08/11 Total Multiples. 11m people consume adult soft drinks in the home, adult soft drink consumers will drink a drink on-the-go 4 x per year. These consumers are looking for the same premium drink cues when they're on-the-go (supported in Appletiser research) which means there is a 45m consumption opportunity for adult drinks on-the-go
[3] Nielsen, Total Coverage, Adult soft drink, Sales Value , 52wks to 24th December 2011
[4] Nielsen Multiple Grocers 52wks to 26th June 2011 - over 50% of all adult soft drinks purchased are in grape or apple flavours
[5] Nielsen Total Coverage to 01.10.11
[6] Nielsen Total Coverage to 01.10.11
Notes to editors
- Appletiser and Grapetiser are registered trademarks of SABMiller International B.V.
- The Appletiser portfolio includes Appletiser and Grapetiser. Both are gently sparkling and made with fruit juice (from concentrate) with no added sugar, preservatives, or artificial colourants.
- Appletiser is available in 350ml PET bottle, 1.25L PET bottle, 330ml can pack formats, 275ml and 750ml glass bottle
- Grapetiser Red is available in 1.25L PET bottle, 275ml glass bottle, 330ml can pack formats
- Grapetiser White is available in 1.25L PET bottle and 275ml glass bottle only
