5m blitz for CCSB ‘new age’ drinks

Coca-Cola Schweppes Beverages begins the 5m launch of two “new age” soft drinks on June 19 with a TV advertising campaign for Schizan through Saatchi & Saatchi.

The 1m push for Schizan – a canned sparkling natural fruit and plant drink – will run in the London region.

Two weeks later, Oasis – a range of bottled fruit juices and iced teas, already available in France and Australia (MW March 17) – will be given a 4m national launch.

Both products target 20 to 35-year-olds.

The Schizan ad uses computer mapping techniques reflecting images of dolphins, flowers and three-dimensional prisms, and features music from Enigma. The product will be launched nationally next year. The Oasis TV ad is still in production.

CCSB commercial director Kevin White claims that Schizan will attract consumers who have not yet discovered a soft drink that appeals to them.

“We are targeting people who are interested in premium, niche products but who don’t want to pay premium prices,” he says.