Coca-Cola Co. has launched a print and point-of-sale campaign to support the introduction of Sprite Light by Coca-Cola Femsa, the country's biggest bottler. Lowe
& Partners is handling the work. Agency Chairman Santiago Pando says the ads "follow on the international campaign." He says Mexicans who were introduced to the product in their travels to the U.S. asked for it when they returned home. Although Mexico is the biggest per-capita consumer of soft drinks after the U.S., the diet soft-drink segment is tiny, representing only about 3% of consumption.
Copyright March 1999, Crain Communications Inc.