• Promo Magazine , Tuesday, June 5, 2012 10:45 AM

True Lemon, a challenger brand to the well-saturated $1 billion powdered soft drink market is using coupons as a major component of a new $5 million national campaign to encourage consumers to try what it promotes as a “natural alternative to products like Crystal Light.” The brand will make around $18 million this year compared to $4 million just two years ago. It has greatly expanded distribution to 20,000 supermarkets and 3,000 super-centers, including Walmart. The summer program includes a host of marketing, featuring TV, social and digital media, all swirling around a trustworthy character named Trudy, who pitches True Lemon by “keeping you true.”

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