Beginning in January, three 30-second spots move away from parent Cadbury Beverage's previous focus on flavored ginger ales. Combining shots of the north country and its animals with the sounds of a drink being poured and gulped, the ads mark the brand's first image approach.
"We wanted to get to the core essence of the brand, to give a feeling of clean refreshment," said Karl Johnson, category VP-ales and mixers.
The $12 million in ads-a 30% increase from 1994-will be joined by new packaging, radio spots, promotions and point-of-purchase materials.
The campaign from Foote, Cone & Belding, Chicago, follows Cadbury's acquisition last year of A&W Brands, which gave the company the No. 3 ginger ale, Vernors. Cadbury already had No. 1 Canada Dry and No. 2 Schweppes.
This year, Cadbury repositioned Schweppes by shifting from spokesman John Cleese to a younger image with the tagline "The new British pop." Two new ads next year will continue to play on the brand's British heritage.
Cadbury will launch a new contemporized version of its beach campaign for the Sunkist brand next year as well.
And the company expects to announce a new deal similar to its relationship with Kraft General Foods, through which it distributes ready-to-drink versions of Country Time and Crystal Light powder drinks.
"It's a trademark everyone will recognize immediately, and it will give us a credible entry in the New Age category," Mr. Johnson said.
Cadbury is eager to take advantage of consumer interest in beverages other than colas.
Canada Dry's U.S. sales were basically flat for the 52 weeks ended June 30, at $206.1 million. But Cadbury sees the brand as key to winning consumers searching for non-cola refreshment.