Minute Maid Plans Major Fruitopia Relaunch

The Chicago Tribune reports that Minute Maid's Fruitopia brand is scheduled for a major relaunch backed by what may be more than $10 million in marketing support. The campaign will break early this summer with the slogan, "Stretch Your Tongue." Fruitopia will also introduce three new flavors: Peach Out, Orange Undercurrent and Cherry Vanilla Groove.

The Chicago-based Upshot marketing firm targets the brand's core market of teens. Major guerilla promotional and advertising will include National print and radio ads as well as in-store point-of-sale, local marketing programs and public relations.

Coca-Cola launched Fruitopia in 1994 in response to Snapple's hot sales. Spending was pulled back when the bottom fell out of the juice category. In recent months, the category has a resurgence, specifically in large urban areas, according to the Chicago Tribune.

Moderator Comment: Will Fruitopia find a new and larger consumer market?

Coca-Cola had big hopes for Fruitopia when the product line was launched initially. Perhaps, the brand's time has come. We're ready to Peach Out. [George Anderson - Moderator]

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