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Three major juice marketers are preparing at least $40 million worth of new fall ad campaigns.

Campbell Soup Co. is landing the first volley with a $10 million TV and print effort for V8 Splash!, using an unusual comparative strategy for the juice drink.

That will be followed by Tropicana Dole Beverages' estimated $15 million push for its added-calcium Tropicana Pure Premium 100% orange juice line, starting Aug. 25. That spending will be incremental to the $19 million the marketer has spent through May on measured media for its base brand juice.

Then, in late September, Citrus World begins a new campaign for its Florida's Natural orange juice line, estimated at $15 million.


Campbell's campaign started last week and uses a direct comparison with Ocean Spray Cranberries' Cranapple juice and Tropicana Twister. The spot for V8 Splash! shows a chart comparing the brand's vitamin A and C content to the two rivals. The theme line: "Keep the peace. Don't tell the kids." The commercial was created by Foote, Cone & Belding, New York, also the agency for Tropicana Twister.


A spokesman for Tropicana said the company has no problem with the Splash! advertising since Twister, unlike the company's orange juice brand, isn't positioned as a health drink.

But a healthy halo is central to Tropicana's network TV and print campaign for Pure Premium Calcium & Extra Vitamin C. The product is a restage of what had been called Tropicana Pure Premium Plus, introduced in 1995 and not supported since then.

Calcium-fortified products now account for about 12% of the total orange juice market, said Steve Bellach, group marketing director, who added that calcium-added orange juice sales have climbed 20% in the last year.

Print runs in women's service books and health-oriented magazines, such as Prevention. TV spots feature Judith Jamison, artistic director of the Alvin Ailey American Dance Theater.

With its ad push, Tropicana hopes to ride the coattails of a new National Academy of Sciences study urging higher daily recommended intake of calcium.

Citrus World won't discuss in detail its planned repackaging and ad campaign for Florida's Natural. Agency WestWayne, Tampa, Fla., is currently filming new commercials set to break nationally Sept. 29.

The campaign will continue the brand's strategy of poking fun at Citrus World's small size relative to the giants.


Minute Maid Co. is sticking with its "Bite into it" campaign begun in January; it has doled out $24 million in measured media on the effort through May, according to Competitive Media Reporting. Among the company's plans for next year are the rollout of Minute Maid and Hi-C packages in new aseptic, pouch-style containers with a wider mouth design.

Minute Maid has been testing the lines in Pittsfield, Mass., and an undisclosed Texas market, with advertising created by Leo Burnett USA, Chicago.

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