Spanish soda brand La Casera has launched a EUR7m (US$8.9m) advertising campaign to reposition itself in Spain's competitive soft drinks market.

The Orangina-Schweppes brand has long been one of Spain's best-selling beverages, used traditionally for lunch meals but also mixed with wine to form the popular Tinto de Verano summer drink.

The campaign, created by ad firm Grey, runs on TV, radio and print media. It features 90-second TV spots (as opposed to the typical 20-seconds) that the company hopes will also make the brand a reference in advertising creativity.

The campaign´s tagline reads “Pedazo de invento La Casera” (La Casera, what a great invention).