Consumers who do not agree that Simply Orange tastes as fresh as a juicy orange will be paid the price of the competition: a bag of fresh oranges.
Official rules and details on the Orange Back Guarantee are available at simplyorangejuice.com.
A Coca-Cola spokesperson tells Marketing Daily that support for the effort includes shelf talkers in-market for two months; FSI, newspaper wrap in select markets and targeted direct mail, all in April; and national TV beginning in April.
--Nina M. Lentini