Appletiser turns 50 this year and Coca-Cola European Partners (CCEP), the firm behind the brand, is celebrating the golden anniversary with a major marketing push.
The brand, which hit the fifty-year milestone this month, will be the focus of marketing activity designed to build on its official soft drink partnership with Ascot racecourse.
As part of the Ascot deal, singer and model Sophie Ellis-Bextor has been tasked with working with Appletiser to recreate fifty years of “classic Ascot style”.
Mixologist Richard Woods will also be working with the brand throughout the year as the ‘Appletiser Alchemist’ to create a range of original cocktails and alcohol-free serves featuring Appletiser and Appletiser Apple & Pomegranate; the recipes will “showcase how the brand can be used in alternative ways” to demonstrate the “versatility” of the soft drink.
CCEP will also host a number of Appletiser events at Ascot race days, each themed around a different decade. The firm said the events will aim to drive awareness of Appletiser products and will be supported by digital and social media campaigns to target those watching races in the on-trade.
Caroline Cater, GB operational marketing director at CCEP, said that Appletiser continues to be “a firm favourite in the UK” and continues to see growth “by providing a choice of flavour variants and premium packaging that appeal to adults”.
“Our 50th year is set to be an exciting one, working with both Sophie Ellis-Bextor and ‘The Cocktail Guy’ Richard Woods,” said Cater.
“We’re looking forward to continuing to drive awareness of Appletiser as a much loved brand.”