Barr Soft Drinks will invest pounds 2m in Tizer's first sales and promotion campaign on national TV.
The campaign, put together by sales promotion agency TSM in London, will be the biggest ever involving Tizer.
Consumers can win instantly if they find the word TIZ under the ring pull or bottle cap.
Manchester-based advertising agency BDH, Live and Kicking's Simon Bright, and Chris Evans will all support the campaign.
Nigel Dugdale, group marketing manager for Barr Soft Drinks, says: ‘By advertising on television we can reach our audience in a powerful and entertaining way.'
The promotion will offer three first prizes of pounds 10,000 to spend on high-tech games or computers, as well as 250 Sony PlayStations and 5000 pounds 15 HMV vouchers.
It will be supported by direct mailings to one million households.
The product will also be included in 100,000 sampling packs, and free samples will be available at Alton Towers theme park this month.
Tizer, which is targeted at 5- to 15-year-olds, has a 2.6% share of the flavoured carbonated soft drinks market. In 1995, the brand grew 18%, out-performing the 8% to 9% growth in its sector.
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