Zeo is the first launch from new company Freedrinks, which says it aims to “reinvent the soft-drink category”.
Over €5m (£4.26m) was spent developing the drink, which comes in three variants: Burst (peach & grapefruit), Crush (blood orange & citrus) and Zest (twist of lime). Each 275ml bottle contains less than 60 calories.
The brand is aimed at women over 30 years old.
A TV, cinema, print, poster and digital campaign will kick off in July, highlighting the brand’s heritage under the slogan: “From the edge of Russia.” It will be supported by an ambitious sampling campaign, which aims to reach 800,000 people by the end of this year.
“With so much invested into the food and alcohol categories, we felt the time was right to do something similar within soft drinks,” CEO Martin Hall told the Publican’s Morning Advertiser.
“We wanted to do something genuinely new and different, and that’s what we’ve created with Zeo: a soft drink with a difference, a tingling taste sensation. A clean, crisp and refreshing drink, which can be enjoyed on all occasions.”
The company hopes to roll out across the UK soon and aims for the brand to be stocked in 3,500 on-trade outlets by the end of December, Hall said.