Coke to launch Fruitopia in Mexico

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GUADALAJARA, Mexico - Coca-Cola will launch its Fruitopia New Age beverage in Guadalajara, Mexico's second city, this weekend with free samplings in stores and in the downtown plaza.

The national launch will be accompanied by a TV ad campaign from Leo Burnett, Fruitopia's global agency. The TV commercials are adaptations of spots already used in the U.S. and Spanish markets.

Fruitopia, launched in Brazil last year, is a noncarbonated mix of fruit juices. It will be produced by Coca-Cola in Mexico. Jose Octavio Reyes, CEO of Coca-Cola's operations in Mexico, says that Coca-Cola plans to produce five million cases of Fruitopia per year. He hopes that Coca-Cola will sell as many as 15 million cases of Fruitopia in Mexico in the second year.

Both Coca-Cola and Pepsi-Cola saw substantial declines in sales during 1995 as a result of Mexico's economic crisis, sparked by the December, 1994, peso devaluation.

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