MINUTE MAID CAMPAIGNS FOR NEW JUICE LINE
By Adnews Staff
The Minute Maid Company of Canada Inc. has released a new line of juices called Bibo that contain no artifical flavours or colours. The juices come in apple, strawberry, orange and peach flavours and are packaged in wedge-shaped containers. Four animated fruit characters represent the flavours: Jay Apple Jr., a roller-blader from Los Angeles; Paolo Peach, a soccer player from Milan; Taka Strawberry, a computer whiz from Tokyo and Johnny Orange, a guitar player from London. The characters appear on the products' packaging. Initial advertising for the line will break next week. A multimedia campaign running nationally, excluding Quebec, is planned. Details are not currently available. Separte marketing activites are planned for Quebec. Advertising, created by Leo Burnett, will be supported with in-store materials. A field marketing component and a summer tour of the country by the spokescharacters are also planned. Public relations for Bibo are being handled by Buzz Marketing & Public Relations of Toronto.