Tizer: Tizer turns teenage
This paper describes how Tizer successfully re-energised the brand in the eyes of a difficult teenage audience, using the power of integrated communications and disruptive thinking. The strategy was based on championing the brand's red colour and 'outsider' positioning and was planned in the context of becoming the category's spirited challenger, it caused a reappraisal of the brand and helped to bring it closer to the forefront of teenager's minds. It generated trial amongst non-drinkers and occasional purchasers and most importantly of all, achieved a greater presence in the profitable impulse sector. Rather than remaining a brand primarily bought by mums, this £1.9 million campaign has given teenagers permission to buy Tizer, giving a whole new lease of life and a return of £0.89 million.