Ads for repackaged Lilt will only air on ITV2

 Coca-Cola is launching a summer TV campaign and new packaging for its Lilt brand. The ads will feature exclusively on ITV2.

The media partnership with the broadcaster, brokered by Coke’s media agency Vizeum, will consist of ten bumpers to be aired during the day. The campaign will run for two months.

The TV executions, which have been created by Mother, features a reggae-voiced parrot that has been used to bring to life the exotic and humorous positioning of the brand. It will use its long-running “totally tropical taste” strapline.

Lilt has also launched a new pack design across its entire range. It has been developed by Epoch and aims to push its “Caribbean culture” philosophy.

Cathryn Sleight, marketing director at Coca-Cola Great Britain, says: “This campaign focuses on communicating the exotic Caribbean allure of Lilt during the summer months. The break bumpers are a novel way of interacting with the target audience.”