Tizer £1.5m rebrand sees return to TV in bid for cool appeal

Tizer is intensifying its attack on the big brands that dominate Britain's crowded soft drinks market with a new £1.5 million campaign under the theme: "Itz a Red Thing."

AG Barr, Tizer's owner, is putting pounds l.5 million behind the rebranding initiative, part of an effort to bring some "cool" credentials to the product that first appeared in 1924.

Manchester's BDH\TBWA produced the two 30-second animated spots, which break nationally this week. PHD is handling media buying for the campaign, which attempts to build brand loyalty in a market dominated by heavyweights such as Coca-Cola and Pepsi.

The strategy is reflected in the commercials, each of which feature an underdog winning out against the odds thanks to their association with the colour red.

In one spot, a lobster escapes a pan of boiling water, liberates his fellow lobsters and wreaks havoc on the chefs who planned their fate.

The films were written by Doug Laird, art directed by Chris Lear and directed through Passion Pictures by Pete Candeland.

Carol Smith, the BDH\TBWA account director on the business, said: "We used Tizer's distinctive red colour as a way of summing up its image and appeal - irreverent, fun and spirited."

- Strategy of the Week, p14.