MEDIA-I: Coke goes online to reach young drinkers for Qoo

<p>HONG KONG: Coca-Cola has rolled out a website for the launch of its </p><p>fruit drink Qoo, which is targeted at the 12 to 24-year old market. </p><p><BR><BR> </p><p>The on and offline campaign features a cartoon icon to appeal to the </p><p>drink's youth target segment. </p><p><BR><BR> </p><p>Hakuhodo created the site - qoo.com.hk - which it said was appropriate </p><p>to reach the youth segment. The site features product information as </p><p>well as downloads such as wallpapers, screensavers, ecards and cartoons. </p><p>There is also a registration option for an email newsletter. </p><p><BR><BR> </p><p>The agency's account manager Phoebe Chong said heavy computer usage made </p><p>the web one of the more cost-efficient below-the-line mediums in </p><p>targeting the youth segment. According to a report by </p><p>Nielsen//NetRatings, children of school-going age now comprise up to a </p><p>third of the internet population in several Asian countries. </p><p><BR><BR> </p><p>"Peer influence is quite important to a new product especially for the </p><p>teens. They will tell their friends about Qoo after surfing our site </p><p>that helps increase the traffic," said Chong. </p><p><BR><BR> </p><p>The product was first launched in Japan in 1999 and has been </p><p>subsequently rolled out in Singapore, Korea and Taiwan. </p><p><BR><BR> </p>