Fruitopia - 100% juice, 100% natural vitality

Launch campaign, 2001-2, in Australia for Fruitopia, a new Coca Cola brand. Market highly fragmented with no dominant brand or image, focus on product attributes but no consumer benefits.
Agency: McCannErickson Sydney Author: Carolyn Pigot, Alexander Flakelar

 

Fruitopia

100% Juice, 100% Natural Vitality

Introduction

The CocaCola Company (TCCC) has long been recognised as the world's leading beverage marketer. From its beginnings in 1886...