Coca-Cola challenges P&G with Splash vitamin kids drink

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ESSEN -- Coca-Cola is throwing down the gauntlet to Procter & Gamble's fruit juice Punica with the launch in Germany of Splash, a drink that targets the same four to ten year olds market.

The juice, which will hit stores on September 1, contains no mineral water but has added vitamin C. It comes in four flavours: orange, cherry, pear and raspberry. Children between the ages of four and ten represent a market of six million consumers in Germany.

Created in Germany for the domestic market, the drink could also be marketed in other European countries by the individual subsidiaries, Coca-Cola says. Similarly, the TV and print (parents titles) campaign, produced by Bates-owned Scholz & Friends Hamburg, could be adapted to suit other markets. P & G began test marketing Punica in the U.K. last year.

Copyright July 1996 Crain Communications Inc.

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