Coca-Cola South Pacific has re-launched its Appletiser range of sparkling juice with a big marketing campaign that connects Appletiser with celebrations of Christmas and the Australian holiday period.
The Coca-Cola Company acquired Appletiser from South African based beverage and beer giant SABMiller in December 2014.
It is now positioned as a non-alcoholic alternative and Coca-Cola wants to increase purchases of Appletiser by positioning it as the “best non-alcoholic drink for the holiday period”.
Focusing on the tagline “Bubbles Done Differently” the marketing efforts will target female grocery buyers, encouraging them to bring out the non-alcoholic bubbles along with the champagne at Christmas.
The campaign includes promotion through a major partnership formed with Westfield Shopping Centres group with digital advertisements to be placed throughout its shopping centres. Free samples will also be given away at Westfield Bondi Junction in Sydney’s eastern suburbs.
Other promotional channels will include the Mamamia Women’s Network, Bauer Media and Apple Computers. Social media will concentrate on how consumers can enjoy the beverage at home and become the “hostess with the mostest”.
Brand Manager for Appletiser, Aoife Bambrick, says the campaign is a nod to the brand’s premium positioning and aims to showcase the brand as the ideal non-alcoholic beverage for any gathering.
“We want to inspire consumers to think about their non-alcoholic choices as they plan their parties and consider how Appletiser can play a role as the other bubbles option for the occasion,” said Bambrick.
Appletiser was first created in South Africa in 1966. There are four flavour options currently sold in Australia; sparkling apple, sparkling red grape juice, sparkling white grape juice and sparkling apple and pomegranate juice.
Coca-Cola South Pacific recently had a successful marketing campaign for its Fanta soft drink in connection with Halloween in Australia.
