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Appletiser repositions for adults.(soft drink hopes to be seen as a power brand in the adult market)(Brief Article)
Appletiser is returning to television screens for the first time in six years, with a pounds 2.2 million relaunch aimed at repositioning the soft drink as a power brand in the adult market.
Created by Vallance Carruthers Coleman Priest, the campaign is the first offering from the agency since it saw off strong challenges from WCRS and two unnamed South African agencies in April to win the contract previously held by DFGW.
The television spot, which breaks on 9 June, will run for a 12-week period and will be supported by promotional activities including sampling at 22 English Heritage concerts and city parks, as well as regional radio competitions.
VCCP's advertising aims to rejuvenate the drink, which was launched in the UK more than 20 years ago. It attempts to establish a distinct positioning in the female market, where it faces competition from rivals such as Aqua Libra, Snapple and Orangina.
The execution depicts sensual young women in post-Appletiser moments, with the ...
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