Re: fruitopia and Inner Light

[stev0@zuni.chaco.com (stev0)]

I found this in alt.tv.commercials (No, I don't ordinarily
read that group, but you don't want to know how I found it).

- Stev0 the lurker

>From: mba01@aol.com (Mba01)

>I have to agree: 
>I dislike Fruitopia ads, especially since these fruit-based beverages are
>mostly corn syrup and water.  However, the previous writer is correct when
>saying that the ads were not targeted to we who dislike the ads.

>For the record, 
>Fruitopia was introduced by Coke in March 1994.  It was an attempt to
>enter the "alternative non-carbonated beverages" market, a market that
>accounts for $2 billion in sales, and is growing by 15% each year. 
>Fruitopia is reported to have had 60% of Snapple's sales in January 95, up
>from 43% of Snapple's sales volume in November 94 (although, I don't think
>this is total sales, but sales in the convenience store channel). 
>Fruitopia's sales were about $20 million for the first quarter 1995.  Ad
>spending for the year is about $30 million

>The whole new-age, 60's psychedelic feel to the ads by Chiat-Day (now part
>of Ominicom) and Kate Bush were probably based on Coke's research that
>said that the target consumer was seeking not only refreshment for their
>body, but refreshment for their mind and spirit as well (corn syrup and
>flavorings?).  Although the new-age-ness of the ads has been toned down,
>Coke Foods must be happy with the 60's theme, since their new
>lower-calorie line of beverages will be branded as "Inner Light."