COCA COLA GEARS UP FOR HOT SUMMER WITH FRUITOPIA
By Adnews Staff
Coca Cola Ltd. of Atlanta has added a new flavor to its line of Fruitopia non-carbonated fruit drink and launched a North American campaign for the line. The new flavor is called Peachberry Quencher, which is a combination of peaches and berries. The campaign uses transit and radio ads created by Leo Burnett Co. of Chicago. In Canada, the agency's Toronto office localized the ads and handled the Canadian media buy. In addition, Coca-Cola is running an under-the-label contest, where Fruitopia drinkers will have a chance to win a trip to one of three destinations: Strawberry Fields in London, Pineapple Villas in Jamaica or Tropical Paradise in Hawaii. During the contest, each bottle of Fruitopia will carry a coupon for a free fruit-flavored Chupa Chups lollipop. Fruitopia comes in various flavors including Strawberry Passion Awareness, Fruit Integration, Grape Beyond, Lemonade Love and Hope, Tangerine Wavelength, Peach Melon Harmony and Berry Lemonade.