MINUTE MAID PROMOTES CALCIUM RICH LINE
By Adnews Staff
The Minute Maid Company Canada Inc. of Toronto is promoting a new flavor in its Calcium Rich orange juice line called Minute Maid Premium Orange Tangerine. A number of marketing activities, including a direct mail campaign and outdoor advertising, will seek to inform consumers of the new flavor. National transit shelter advertising, from Leo Burnett of Toronto, broke on November 6 for an eight-week run. Minute Maid is running the first four weeks of the campaign with Mediacom and the second four weeks with Pattison Outdoor in an effort to cover as many shelters as possible. A coupon can be found in current issues of Homemaker's, Canadian Living and Coup de Pouce magazines. A direct mail push to 200,000 households across the country is scheduled to launch at the end of November. Advertising is being accompanied by media relations and promotional support from Langdon Starr Ketchum of Toronto.