Fruitopia to get bigger budget

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Coca-Cola Co. is boosting marketing support for its Fruitopia brand in 1998 by an undisclosed amount beyond this year's $12 million in measured media, as estimated by Competitive Media Reporting. Leo Burnett USA, Chicago, handles. The increase will support the Jan. 1 rollout of larger bottles and new flavors. It will now be marketed in 20-oz. plastic bottles, replacing 16-oz. glass bottles. New efforts will include TV, radio, print and promotions geared to teens and young adults.

Copyright December 1997, Crain Communications Inc.

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