Tizer

Tizer Ice

Tizer Ice was launched in the late 1990s. The drink included menthol, giving it the sensation of tasting cold, even at room temperature. Later branded "Ice by Tizer", the product did not sell well and was removed from sale. Whilst known as Tizer Ice, the mascot of the drink was a variation of Ed the Tizer Head. Its sole video advertisement which was shown in cinemas featured a character known as the "Iceman".^[12]

A 1999 print advertisement which showed children with their faces pressed against a glass surface with the slogan "How many kids can you get in your fridge?" was criticised as "inappropriate" by the Royal Society for the Prevention of Accidents, which had recorded deaths of children trapped inside refrigerators.^[13] The drink was re-branded as Ice by Tizer' but poor sales saw the drink discontinued.^[3]

Tizer Diet

Tizer Diet was a short-lived low-calorie alternative to Tizer, originally sold in the late 1980s when known as Sugar Free Tizer, and again from 1997 to 2001 as Tizer Diet. Its 2001 advertising campaign included a bus shelter advertisement in the form of a funhouse mirror bearing the Tizer Diet logo, designed to make the viewer appear thinner.^[14][3]

Other Tizer variants

Barr launched several other flavour variants. In 2003, Purple and Green versions of the drink were launched, while a year later Tizer Fruitz was launched.^[3]

Branding and packaging

In 1996, Tizer was rebranded, and the cans and bottles were redesigned to feature a new logo and a head mascot. The cans were changed from red to blue, and the old motto "The appetizer" was replaced by "Refresh your head". The changes by Pilot Design of Leeds were to appeal to the 5 to 15-year-olds core market, who thought the previous packaging was old fashioned. DJ Chris Evans fronted a £2 million TV advertising campaign to relaunch the new design.^[17]

A campaign for Tizer from 2001 saw the brand package four bottles of the drink in blue lunchboxes. This was inspired by the Tango lunchbox in 2000.^[18]

In 2003, a rebranding by Barr saw tge company changed back to red packaging, axing its Refresh your head strapline in favour of Itz a red thing. The rebrand, which cost £1.5 million, included TV adverts featuring animation by Pete Candeland, but saw the product end its sponsorship of the Saturday morning TV show CD:UK as part of its plan to reposition the drink in the marketplace.^[19]

In 2004, Tizer aired a campaign depicting a red chameleon remaining the same colour despite a number of different coloured backgrounds—the campaign's slogan was "No, we're not changing colour."^{[citation needed]}

"Ize" campaign

In 1985, Tizer initiated a television campaign on TV-am exploring the "Tize-izer" vocabulary, depicting scenarios in which characters place "ize" between the syllables of words.^[20] A free, promotional flexidisc, featuring the voice of Spitting Image impressionist Rory Bremner, was produced as part of the campaign. The Evening Dispatch described Bremner as "doing the most to help people master the new language."^[20] The tongue twister-based language grew in popularity among children who, according to Isle of Wight County Press, would use the patois "to the complete bewilderment of mums and dads".^[21]

BDH campaigns

In April 1993, Tizer launched a £2.5 million television and cinema campaign, created by the agency BDH and Partners, which aimed the product at the 16–24 age group, rather than younger children.^[22] The novel campaign, which aimed for cult status and credibility, began with eight quirky television advertisements that the Manchester Evening News described as "completely off the wall".^[22] The word "Tizer" was never mentioned on air; instead, each commercial utilised a play-on-words, using parts of words that have "-tizer" as a suffix, such as "Bap-", "Adver-" and "Hypno-".^[22] As the prefix is left on screen, the viewer is left to add the missing word "Tizer" to decipher the theme.^[23] Each advert featured surreal representations and demonstrations of their respective classifications, such as raving young people and bottle jugglers; the actors – which BDH hired after scouting nightclubs in Manchester and London – appear in black-and-white against the bubbling red Tizer backdrop.^[22] BDH marketing manager believed that this "brave advertising approach" would help Tizer stand out against rivals like Tango, Lilt, Coca-Cola, Pepsi and fellow Barr product Irn-Bru.^[22]

The advertisements proved popular enough that BDH created a further seven, "even more anarchic" advertisements, debuting in May 1994 and running throughout the summer, in a £2 million extension of the campaign. New prefixes included "stigma-", "priva-" and "dogma-", with the unusual characters and scenarios used to express each term ranging from a beauty queen sipping a can of Tizer and conceding that she's "in it for the money", an obnoxious parrot who gives out parental orders, a "veggie militant", and a bulldog informing a crowd of dogs that "poop existed before pavements."^[24]

In July 1996, BDH Advertising launched a new, £1 million campaign for Tizer, featuring Live & Kicking presenter Simon Bright and the voice of radio DJ Chris Evans. Now aimed at the 5–15 age group, it was based around the "Tiz/Tizn't" motif, with advertisements comparing the effects of life with ("Tiz") and without ("Tizn't") Tizer. The launch included a £150,000 instant prize promotion, where purchasers could potentially win prizes such as hi-tech personal computer equipment or HMV vouchers.^[25]

Fan club

A Tizer fan club for United Kingdom based consumers was launched in July 1991. The fan club was advertised in teenage magazines such as Smash Hits and cost £3.00 to join. In return the fan club member received a membership card and Tizer merchandise including a folder, stickers and Tizer branded wraparound sunglasses. The fan club was discontinued around 1993.^[26]

Sponsorship

In 1997, Tizer sponsored the rave event Rezerection/Rez, on the basis that the reverse of the name is "Rez It" ("Tizer" backwards). It was the main soft drink available at the events.^{[citation needed]} In the same year, Tizer took over the sponsorship of The Chart Show which was a Saturday morning music chart show on the ITV network in the UK.

From 23 January 1999, Tizer was the sponsor of the newly rebranded CD:UK which was the replacement for The Chart Show back in 1998.

Tizer sponsored a roller coaster in Southport called the "Traumatizer". The ride was closed with the park in 2006 and relocated to Blackpool Pleasure Beach, where it became known as "Infusion".^{[citation needed]}

In store and incentives

Tizer are known for their distribution of drink fridges,^{[citation needed]} both full-sized ones for restaurants, shops and cafés, and smaller "mini-fridges" for public sale. Their full-sized, illuminated drink fridges from 1997 to 2003 were blue, whilst 2003–2007 fridges were red. They also distribute mobile can coolers, normally for usage in shops, and vending machines.

Tizer was sold at the discontinued pizza restaurant chain, Pizzaland. In 1995, cans of Tizer offered that the specific can was "worth £1 at Pizzaland" when £4 or more was spent. That same year, Tizer were responsible for the "£150,000 worth of hi-tech prizes" competition, one of the biggest soft drink competitions at the time.^{[citation needed]}

Slogans

• "You Can Tell It's Tizer When Your Eyes Are Shut" (1980, 1982)
• "I'se Got The Ize" (1986)
• "Refresh Your Head" (1996–2003)
• "!tz a Red Thing" (2003–2007)
• "Live the Red Life" (2004, for Ringtones site)
• "Freeze Your Head" (1998, for Tizer Ice)
• "Don't Just Taste It. Feel It" (1999, for Ice from Tizer)
• "The Great British Pop" (2011–present)

For the slogans "Refresh Your Head" and "Freeze Your Head", the "R" in "Your", and the "E" and "D" in "Head", are highlighted so they spell out the word "Red".