Targeting women who feel a bit fruity
Appletiser's new lightly sparkling fruit-flavoured range of soft drinks is being targeted at women wanting a sophisticated alternative to alcohol.
Fruitiser is made with 100% fruit juice and includes Pomegranate & Raspberry, Mango & Mandarin and Apple & Dragonfruit flavours. Each serving contains one of the 5-a-day fruit portions , is free from preservatives
and artificial colours and has no added sugars.
A £1.5 million marketing push will
ads in women's glossies, sponsorship of TV show Sex and the City, PR activity and "an innovative bike sampling campaign during the summer",
said marketing manager Sally Marshall.
"Like Appletiser and Peartiser, the Fruitiser range will be a stylish, adult alternative to alcohol but will
target a younger audience of women between the ages of 18
and 30," Marshall said.
"Developed especially for the UK market to be the younger sister of Appletiser, the range of fruit combinations will be the perfect accompaniment to food or refreshment when on a flirty night out with the girls," she added.
Fruitiser will be available in 27.5cl and 75cl glass bottles from this month, with a retail price of 79p and £2.13 respectively.