Lilt goes after youth market with revamp

Coca-Cola Great Britain is planning a £5m relaunch of Lilt tropical fruit drink in an attempt to capture a younger, urban market.

Coca-Cola Great Britain is planning a &£5m relaunch of Lilt tropical fruit drink in an attempt to capture a younger, urban market.

The company is also ditching the long-running Lilt ladies, Hazel and Blanche, created by Mother, in favour of a “funkier” and more contemporary image.

Industry experts say the age profile for Lilt is becoming older and Coca-Cola is keen to reintroduce the brand to a younger generation. The brand competes with other tropical fruit carbonates such as Tango and Fanta.

The relaunch will coincide with the roll-out of a new banana and peach-flavoured Lilt and new packaging for the brand. The new variant joins Lilt original and a diet version in the line up.

Mother first created the humorous Lilt ladies concept five years ago (MW March 26, 1998). The last campaign featuring the characters ran in June 2002 and was a spoof of the Levi’s “odyssey” television and cinema advertising execution.

A previous campaign featured the women wrestling with BBC weathermen Bill Giles and Ian McCaskill.

Coca-Cola is also relaunching adult fruit drink Oasis and introducing fruit fusions to replace single fruit flavour formulations. Three existing flavours are being reformulated and two new flavours, Berry Apple and Lemon Lime Light, introduced.

Oasis will benefit from &£3m of marketing investment this year to support the new packaging.

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