Spring in to Summer sales with Copella

New marketing campaign ties Copella into British summer

20 April 2010

Copella, the UK's No.1 apple juice* is set to squeeze the most out of summer juice sales with an action packed programme designed to communicate the brands natural credentials and heritage while firmly aligning Copella with the quintessential British Summer.

Pressed in the heart of the English countryside, Copella is already the second biggest chilled juice line in impulse** with sales of almost three million pounds. Activity including; flavour communications via impactful neck collars, an engaging on pack promotion and experiential sampling, will drive even greater sales over the key summer sales period by capturing the brand personality and resonating with target consumers.

Copella is perfect for picnics providing healthy and convenient on the go refreshment for dining alfresco. This message will be conveyed in an enticing new on pack promotion offering consumers the opportunity to win one of 250 luxury picnic hampers. Timed perfectly to coincide with the British summer social calendar this promotion will be communicated effectively through the use of engaging neck collars, a proven mechanic for driving increased impact and sales.

There hasn't just been a change in the weather this month as Copella's flavour changes throughout the year with the seasonal variations of British apples. This will be communicated to consumers for the first time with impactful neck collars that reflect the brands' natural credentials. Copella's Spring Blend has a lighter taste bursting with flavour and the Harvest Blend is sweet, sharp and very crisp. Both will be communicated on the Copella English Apple 750ml and 1.25L lines. Retailers should capitalise on this flavour change promotion and stock these impactful lines to drive chilled juice sales.

Copella has a busy schedule of Summer sampling activity planned. This refreshing experiential activity will provide an opportunity to engage new consumers with the brand and drive fruitful incremental sales opportunities.

Simon Michaelides, PepsiCo Juice Marketing Director comments: "Copella is the nation's favourite apple juice and we are communicating the brands natural and English countryside credentials through the perfect blend of big brand investment and a small brand philosophy. Retailers looking to capitalise on this marketing investment should ensure they stock these promotional lines to drive Spring/Summer sales."

* Nielsen WE 06.03.10
** Nielsen Scantrack - data to 26.12.09

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