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Article: Diet V8 Splash carves niche in juice category for adults ;Launch follows new, targeted magazine ads for base brand.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- March 27, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Campbell Soup Co. plans to bulk up sales of its V8 Splash juice line with a new product aimed at women who want to slim down.
The Diet V8 Splash line, with 10 calories per 8-ounce serving, will target adult women, a departure from the all-family push used with existing V8 Splash products.
The few juice competitors that have entered the diet arena, including PepsiCo's Tropicana Twister Light line, still have 40 or 50 calories per serving, not few enough to allow them to be truly considered diet drinks, said Eric Leventhal, category director for beverages at Campbell.
"We're doing really well from an all-family angle and talking to moms in our ...