Coca-Cola turns to animation for juice brand push

<p>SINGAPORE: Coca-Cola has launched two animated commercials to </p><p>promote a new kid's fruit drink as it expands its non-carbonated </p><p>segment. </p><p><BR><BR> </p><p>Four flavours have been rolled out under the Juggy brand, each </p><p>associated with an animated character. "The commercial highlights the </p><p>exuberance and joy of being a kid," said Shane Gibson, creative director </p><p>of M&C Saatchi, which created the campaign. To bring the characters to </p><p>life, Australian Animator Glen Hunwick used stop-motion animation - the </p><p>same technique used in the movie Chicken Run. The two 15-second </p><p>commercials show Juggy characters playing in the kitchen. Other </p><p>marketing initiatives include product sampling at schools and a Juggy </p><p>cartoon series in MediaCorp Publishing's Kids Company magazine. Coke has </p><p>claimed the juice segment is the fastest-growing part of the drinks </p><p>category. It sold about 1.8 millon cases of juice in May 2001 compared </p><p>with 1.3 million in January 2000. </p><p><BR><BR> </p>