Appletiser, the sparkling 100 per cent fruit juice drink, has unveiled its new Enjoy Irresponsibly brand, set to launch in April.

The new range is to be marketed by a multi-million pound campaign around the idea that consumers can enjoy the drink irresponsibly daily as they look to break responsible routines.

The £3 million campaign includes brand straplines such as ‘You don’t want it, you need it!’, ‘Do it five times a day’ and ‘Treat yourself to something that sparkles everyday’.

The campaign will run from April to December and will be concentrated around key consumption periods during the summer and on the lead-up to Christmas with an onus on the fact the drink contains 100 per cent fruit juice and contains no added sugar, preservatives or colourants.

Appletiser recorded impressive growth rates in 2008, achieving 26 per cent value growth year on year, and is growing ahead of the entire soft drinks category.

Andy Thompson, Appletiser senior brand manager, said: “The Appletiser range continues to perform extremely well and we are confident that the new creative direction, ‘Enjoy Irresponsibly’, will take the brand to a new level of popularity.

“The functional 5 A Day message has resonated well with consumers but we now want to give more emotive reasons to encourage them to purchase. We want to reassure consumers that Appletiser is not just for special occasions but can be enjoyed on a daily basis. ‘Enjoy Irresponsibly’ provides us with the perfect platform to unlock the Appletiser personality - adding even more sparkle to the brand.”

Topics