The shift is part of a three-pronged £6.8m promotional strategy for 2008, which also includes pushing the brand's functional benefits and increasing its on-trade distribution.
Appletiser, which is aimed at 25- to 35-year-old women, dropped its three-year sponsorship of Friends repeats on E4 and E4+1 last December, ahead of the shift in strategy. It is currently looking at partnerships to replace the tie.
The fresh positioning is intended to encourage loyal consumers to reassess the Appletiser brand, as well as attracting a wider audience. Promotional activity will include ads in women's press and online activity.
Last August, it hired Morris Jones & Co to handle its global creative account.
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