Coca-Cola turns to animation for juice brand push

SINGAPORE: Coca-Cola has launched two animated commercials to

promote a new kid's fruit drink as it expands its non-carbonated

segment.

Four flavours have been rolled out under the Juggy brand, each

associated with an animated character. "The commercial highlights the

exuberance and joy of being a kid," said Shane Gibson, creative director

of M&C Saatchi, which created the campaign. To bring the characters to

life, Australian Animator Glen Hunwick used stop-motion animation - the

same technique used in the movie Chicken Run. The two 15-second

commercials show Juggy characters playing in the kitchen. Other

marketing initiatives include product sampling at schools and a Juggy

cartoon series in MediaCorp Publishing's Kids Company magazine. Coke has

claimed the juice segment is the fastest-growing part of the drinks

category. It sold about 1.8 millon cases of juice in May 2001 compared

with 1.3 million in January 2000.