Magazine article Marketing

CCSB Prepares Drinks Revamp

Magazine article Marketing

CCSB Prepares Drinks Revamp

Article excerpt

Coca-Cola Cadbury Schweppes Beverages is overhauling its brand strategy. Lilt and Sunkist are to take ascendancy to the detriment of Gini and Sprite, sources say.

Trade sources also believe that Fanta is to be marketed alongside Cresta as a price-led alternative to retailer own-label carbonates.

Competitors are convinced that CCSB has trimmed its ambitious plans for lemon/lime drink Sprite just seven months after giving it a "serious relaunch", as director of marketing Tim Kelly described it (Marketing, May 20). They also claim that adult-oriented lemon drink Gini, which launched with a |pounds~3m fanfare in 1991, has suffered at the hands of Sainsbury's similarly presented brand Gio.

Kelly refutes suggestions that Gini and Sprite are to fall from CCSB's marketing firmament. "We are just as committed to them as we have ever been," he says.

Kelly also denies that Fanta is to be repositioned as an own-label price fighter, but he declines to comment on Lilt's and Sunkist's fate ahead of trade announcements. …

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