MEAD JOHNSON PROMOTES NEW CALCIUM DRINK
By Adnews Staff
Mead Johnson Canada of Ottawa will launch a TV campaign in English Canada next month to promote its Calais High Calcium Sparkling Refresher mineral water, which went on store shelves last month. The company is pushing the clear, fruit-flavored drink as a more palatable source of calcium than chalky-tasting drinks or tablets. Mead Johnson Worldwide of Indiana is using Canada as a test market before rolling the product out globally. French commercials in Quebec and national print advertising began at the beginning of this month. Cinema advertising and sampling started in April. Calais comes in three flavors: raspberry, blackberry and mandarin orange. It has six calories per bottle and contains a natural sweetener called sucralose. The drink's target market is made up of women aged 30 to 55. Harrod & Mirlin of Toronto is handling advertising for Calais, except for in-store material. The latter is created by Beak Bane Marketing of Toronto which is organizing product sampling.