COKE REPOSITIONS FRUITOPIA
By Adnews Staff
Atlanta-based Coca-Cola is getting fruitier. The company launched a North American TV campaign this week for its Fruitopia non-carbonated fruit drink. The ads focus on the different fruit flavor combinations available. There are also two new flavors in the line: Peach Melon Harmony and Apple Tangerine Dream. The product line has new package graphics as well, which focus on the fruit flavors. In the past, Fruitopia advertising focused mainly on the brand and used a kaliedescope of colors. The ads were created by the Leo Burnett Company of Chicago. In Canada, Optimedia of Toronto did the media buy.
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