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. TV played it’s part in a integrated strategy that 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.

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