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GEN'L MILLS JUICES UP WITH COLOR

By Published on .

General Mills this week breaks a seven-week TV ad flight to introduce what it believes is the first color-changing juice drink.

The launch, estimated at about $3 million, supports a new variety in its Squeezit drink line that changes color when a tablet is added.

SURPRISING COLORS

The 30-second spot from the Kids Connection unit of Saatchi & Saatchi Advertising, New York, shows a bored classroom during show and tell enlivened by the new product.

The "magic [color] changers," as defined in the commercial, will yield different colors so the final shade of the product will be a surprise.

SOMETHING NEW

"This is a new innovation in the category," a spokeswoman said.

In the $564.8 million aseptic juice drink category, Squeezit's 5.4% share is good for fourth place, behind Kraft Foods' Capri Sun, with 23.3%; Coca-Cola Foods' Hi-C, 22.6%; and Kraft's Kool-Aid Kool Bursts, 9.7%, according to Information Resources Inc.

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