Minute maid's five alive gets peachy in Canada

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TORONTO--Coca-Cola Co.'s Minute Maid arm is adding a peach flavor to its line of Five Alive fruit juices in Canada. The marketer hopes to grab a bigger piece of its core market of active health-conscious adults. ACNielsen and in-house research pegs peach as one of the country's fastest-growing but underdeveloped drink flavors, particularly in chilled juices.

Five Alive Passionate Peach Citrus is supported by TV spots and outdoor boards with the tagline: "Feel Alive. Five Alive."

Featured in the humorous 30-second spot by Leo Burnett Co., Toronto, is an energetic senior citizen named Mabel, who makes the high school cheerleading squad thanks to Five Alive.

Sampling is handled by a brigade of "Fruit Troops" who arrive at stores and events in Five Alive vans to dispense drink samples from carton-shaped backpack tanks. Trendtech Marketing of Toronto has the sampling program.

Copyright June 1999, Crain Communications Inc.

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