An integrated campaign, including TV, print, radio and online, supports. The TV spot features the return of a talking animal, this time a beach-bound turtle. The :30 and :15 ads will run nationally, and creative was handled by DraftFCB in Irvine, Calif.
The beverage launch will also receive Hispanic marketing support; the :30 ad will run in targeted markets and creative was handled by Dieste in Dallas.
The online effort allows visitors to download a coupon for a free Frutista Freeze, and a game feature will be added June 12.
Made with natural sucrose instead of high fructose corn syrup, they come in a 16-ounce cup with a purple straw and sell for $1.89.
--Nina M. Lentini