The national launch will be accompanied by a TV ad campaign from Leo Burnett, Fruitopia's global agency. The TV commercials are adaptations of spots already used in the U.S. and Spanish markets.
Fruitopia, launched in Brazil last year, is a noncarbonated mix of fruit juices. It will be produced by Coca-Cola in Mexico. Jose Octavio Reyes, CEO of Coca-Cola's operations in Mexico, says that Coca-Cola plans to produce five million cases of Fruitopia per year. He hopes that Coca-Cola will sell as many as 15 million cases of Fruitopia in Mexico in the second year.
Both Coca-Cola and Pepsi-Cola saw substantial declines in sales during 1995 as a result of Mexico's economic crisis, sparked by the December, 1994, peso devaluation.