COCA-COLA PROMOTES MAD RIVER JUICE BEVERAGES
By Adnews Staff
Coca-Cola Ltd. will promote the introduction of its Mad River juice beverages in Canada with radio and out-of-home advertising. Mad River juices come in four varieties: Summit Berry, Cranberry Orange Lemon, Wild Citrus and Orange Carrot Blend. They contain extracts such as ginseng, echinacea and gingko. Advertising for the line will break this week, aimed at young adults in Vancouver, Calgary, Toronto, Ottawa and Montreal. The two 30-second radio commercials and two outdoor executions use the tagline "Nature's a Mother. Drink to it." The creative shows situations in which nature has put people in awkward situations. In the first outdoor ad, called "Canoe," two canoeists climb to safety while their gear and overturned canoe are carried away by the current. In "Bike" a mountain biker has fallen over his handlebars into rocks and mud. His bike appears in mid-air behind him. The campaign's radio ads, called "Bike Accident" and "Rock Slide," also present awkward nature situations. "Mad River's promise is great taste, not saving the mind, body, soul, and world," said Nicole Belovic, brand manager at Coca-Cola. "All Mad River can offer is a chance to celebrate nature in moments that make you want to curse it." The advertising was created by Marketing Drive Worldwide. "Canoe," "Bike" and "Bike Accident" are original Canadian ads, while "Rock Slide" is an adaptation of U.S. creative.