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(Aug. 21, 2001) -- After a three-year absence, Hawaiian Punch is going back on the air, this time targeting ethnic youth rather than children.

This is Cadbury Schweppes' first campaign since buying the brand from Proctor & Gamble Co. in 1999, making it just in time for the lunchbox scene. Spending could not be determined, but the ad will update its tropical spokes-cartoon Punchy to make him hipper, according to executives close to the brand.

The 30-second spot, "Fridge," by Interpublic Group of Cos.' Foote, Cone & Belding, Chicago, breaks Aug. 23 on child-focused networks such as Nickelodeon, Fox Kids and the Cartoon Network.

The commercial shows children opening their refrigerators, with a splash of the red fruit drink covering the screen, and then being "punched" through their kitchen walls. The ad shows the source of the blow being Punchy, who asks kids, "How 'bout a nice Hawaiian Punch?"

The brand is marketed by Cadbury's Motts and Dr Pepper/Seven Up units. Last year and the first four months of this year, nothing was dedicated to measured media, down from $386,000 in 1999, $691,000 in 1998, and $3 million in 1997, according to Taylor Nelson Sofres' CMR.

The target drinker starts at 6-year-olds and goes through teens. -- Hillary Chura

Copyright August 2001, Crain Communications Inc.

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