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.
