German co. plans U.S. mid-cal cola

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[Niederlichtenau, Germany] A German mineral water and soft drink marketer hopes to distribute in the U.S. a mid-calorie cola drink called Score Cola that the company tested in eastern part of Germany and rolled out nationally in June. The company, Lichtenauer Mineralquellen, showed off Score Cola at the Fancy Food Show in New York in late June and tried to make a splash with a billboard in Times Square-where Coca-Cola Co. also had an outdoor ad for its own mid-calorie cola C2. Score Cola's German agency Fritzsch & Mackat, Berlin, did the U.S. ad as well as a print, radio and outdoor campaign for the German launch. "The fair was a pleasant surprise for us, with the crowds tasting Score at our booth, and we have signed up a dealer network from Canada to Florida with four big distributors," said Ralph Sippel, marketing manager of Lichtenauer Mineralquellen. "We plan now to develop the [distributors] and the retailers, simultaneously setting up our communications strategy."
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