It is thought that agencies will pitch for the task of revamping the brand and clawing back some share of the adult soft drinks market. In the UK, Appletiser competes with brands such as Aqua Libra for an adult, largely female, audience.
Appletiser, owned by the recently merged brewing giant SAB Miller but bottled and distributed by Coca-Cola Enterprises in the UK, has been dormant here for some years, although a consumer tasting campaign was launched last summer. It is understood that CCE will run the pitch.
The decision to up Appletiser's advertising and marketing follows CCE's decision to repackage the drink into standard 330ml cans instead of bottles, and boost its distribution by selling it in a six-pack format. The brand also changed its name from Appletise to Appletiser, in line with its other global markets.
CCE is one of the biggest players in the soft drinks market. The company is the bottling and distribution partner for The Coca-Cola Company, from whom it buys concentrates and syrups and converts them into products.
Other brands distributed by CCE in the UK include Coca-Cola, Fanta, Sprite, the isotonic drink Powerade and the squash brand Kia-Ora.
The last above-the-line work for Appletiser aired in 1997 in the UK, when the then Lansdown Conquest ran a campaign emphasising its wholesome qualities and lingering aroma. Previously, the account was held by DFGW.