Cadbury Schweppes is to drop drag queen Lily Savage from advertising of its fruit drink brand Oasis, with the aim of creating a cooler image.
The “open, pour, be yourself once more” campaign will be replaced next month with ads which feature the catchline “chill with a still”.
The new brand spokesmen will be “the Karma Brothers”, three “cool dudes” who help people chill out with Oasis.
The campaign through TBWA GGT Simons Palmer, which won the 3m Oasis creative account in December, will aim to give the brand a more defined image.
Andrew Mann, UK marketing director of Cadbury Schweppes, says: “Oasis is a brand which has grown consistently. We are always looking for the best and most motivating commercials.
“We will be reviewing the role of Lily Savage and the ‘open, pour, be yourself once more’ line.”
Saatchi & Saatchi, which launched Oasis in 1995 and established Savage as the brand personality, resigned the account in August. It cited a conflict of interest with Sunny Delight, the fruit drink launched by Saatchi for Procter & Gamble in 1997.
Cadbury Schweppes brand Dr Pepper is also launching a 7.5m TV and cinema campaign on April 2 through Young & Rubicam, to build on the success of the soft drink’s “to try it is to love it” catchline.