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Pepsi-Cola primed to roll out FruitWorks

Published on .

Pepsi-Cola Co. is slated to roll out its FruitWorks juice drink nationwide next year as a defensive move against Coca-Cola Co.'s fast-growing Fruitopia. The six-flavor line of juice drinks has been in market test in Hawaii and Baltimore for two years. There will be no heavy media support for the brand at first, a Pepsi spokesman said. It was unclear whether Pepsi's lead agency-- BBDO Worldwide, New York--will work on FruitWorks. Separately, the beverage marketer is looking to sign former Denver Broncos quarterback John Elway for a promotion linked to Super Bowl XXXIV, the company confirmed.

Copyright August 1999, Crain Communications Inc.

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