Soft drinks titan Coca-Cola has struck its second high-profile deal in little over a week, forging a “multi-year” marketing alliance with the Walt Disney Company.
Hot on the heels of Coke’s joint venture with Procter & Gamble [WAMN: 21-Feb-01], the new agreement with Disney involves the duo marketing a range of soft drinks using Disney’s ever-popular cartoon characters. The brands include juices, smoothies, punches and milk-based and water-based beverages.
The first fruits of the deal, slated for launch this year, will come from Coke’s Minute Maid division. Initial Disney-branded beverages include vitamin-enhanced juices titled Mickey’s X-treme Coolers and [instead of his preferred choice of honey] Pooh’s 100-Acre Wood Apple-Berry 100% juice drinks. Coke wants to expand the Disney range worldwide next year.
Turning cartwheels at the news is Leo Burnett USA in Chicago, which handles advertising both for the Disney and Minute Maid marques. The agency’s Bcom3 stablemate Starcom North America is also responsible for both companies’ media planning and buying.
News source: Advertising Age - Daily Deadline