CCE to target adult soft drink opportunity with new low-calorie Schweppes flavours

By Noli Dinkovski

- Last updated on GMT

Low-cal: Grapefruit & Blood Orange and Lemon & Elderflower contain 20 calories per 100ml
Low-cal: Grapefruit & Blood Orange and Lemon & Elderflower contain 20 calories per 100ml

Related tags Soft drink Ginger ale

Coca-Cola Enterprises (CCE) has introduced two low-calorie Schweppes variants in a bid to capitalise on the growing adult soft drinks market.

Aimed at a ‘new generation’ of consumers aged 35 and above, Grapefruit & Blood Orange and Lemon & Elderflower are backed by a multi-million pound investment for the overall brand.

CCE said the sparkling juice drinks contain 20 calories per 100ml, making them one of the lowest calorie drinks in their category.

The drinks are set to tap into the popularity of ‘straight drinking’, the drinks producer claimed.

According to the latest Office for National Statistics: Opinions and Lifestyle Survey, one-in-five adults are now teetotal.

The launch will be supported by behind the bar PoS. It will coincide with an advertising campaign that comes with the strapline, ‘separating men from boys, separating women from girls’.

Multi-channel activity

The campaign will run from the end of April across on-demand TV, cinema, digital and outdoor media, reaching an estimated 90% of the UK adult population.

Caroline Cater, operational marketing director at CCE, said 2015 marks a “huge year” of investment for Schweppes.

She explained: “With its 230-year heritage, the brand is well-known and trusted. We want to build on this loyal following in licensed channels by engaging with a new generation of sophisticated adults to trial the Schweppes range.

“The new brand proposition and marketing support is an exciting step-change for Schweppes and will help to support our customers by driving brand awareness with our target audience.

Cater added: “This is the first wave of investment for Schweppes in 2015, with more exciting plans to be announced later in the year.”

 The Schweppes Sparkling Juice Drinks range is available in 275ml bottles.

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