Schweppes aims punch at adults

Coca-Cola GB’s Schweppes brand is to launch a “Pimms-like” lemonade drink called Summer Punch Lemonade to be available this summer between May and September.

It is the first step in a move to alter the way in which the adult-orientated Schweppes brand is perceived. The soft drinks giant says it is to “invest substantially” in Schweppes in 2006 to broaden current consumer perceptions of the brand as the “ultimate mixer specialist”.

Schweppes Summer Punch Lemonade will be available as a limited edition in two litre bottles and is a mixed-citrus flavoured lemonade.

An independent industry source says: “Schweppes Summer Punch is a product that should sell well over the summer. It is aimed at adults and has exotic fruit and mint overtones. It tastes a bit like Pimms, and for that reason it should see a lot of trade as a non-alcoholic alternative for summer parties and barbecues.”

Coke GB marketing director Cathryn Sleight describes the brand extension of the Schweppes portfolio a “logical and natural progression” and says Schweppes can become a key player in delivering “great tasting, sophisticated soft drinks”. Coke claims Schweppes is the fourth largest soft drink brand in terms of household penetration.

Coke sees the product as perfect for its more mature target audience, as more than 70% of branded lemonade is drunk by adults, while 64% of Schweppes’ brand volume is consumed by adults over the age of 30, according to TNS.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here