Fruitopia - 100% juice, 100% natural vitality

Alexander Flakelar and Carolyn Pigot

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 in Atlanta, Georgia it has always been acutely aware of the power of advertising and more particularly the power of imagery and the value that a brand can add to consumers over and above the intrinsic qualities of the product.

It is this history of understanding the dynamic between brand imagery, product attributes and consumer insight that has been a key...

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