McCain Foods begins Zwak campaign
By Adnews Staff
McCain Foods of Florenceville, NB is promoting a new line of fruit beverages called Zwak. The product will come in six flavours in drinking boxes and cartons. Marketing will consist of animated television commercials, a website, mascot appearances at events and co-promotion with family-oriented media properties. The advertising will feature three spokescharacters called the Zwak Pack, named Kai, Celeste and Zoomi. They will appear in TV and print ads and at the <http://www.zwakpack.com> website having adventures and overcoming obstacles in various settings. "We conducted extensive research in major English and French markets to guide the development of Zwak," said Andrew Young, director of retail marketing at McCain. "Kids loved saying the word 'Zwak', they loved the characters' names and the world of adventure we created for them in broadcast and on-line. Their moms were impressed by Zwak because it's a healthier, sugar-reduced drink and it's a beverage their kids loved because it tastes great." The Sonar Group of Toronto created the marketing program and worked on the development of the product concept. "To our knowledge, the engagement of single firm for an integrated program of this scale, from product branding through character development, package design, advertising, on-line presence, PR and launch events, is unprecedented in Canada, if not in all of North America," said agency chairman Ron Moore.