Canada Dry Mott’s is promoting the re-launch of Hawaiian Punch in Canada with a marketing campaign targeting teens and tweens.
Hawaiian Punch, which hasn’t been sold in Canada for about eight years, comes in a new format: 296 ml bottles in packs of six. The company also brought two new flavours, Green Berry Rush and Lemon Berry Squeeze, as well as its original Fruit Juicy Red to the Canadian market last month.
“The lunch box and juice category is dominated by pouches and Tetra boxes, which are often too small for teens and tweens,” said Jonathan Yeh, brand marketing manager at Canada Dry Mott’s, a division of Dr. Pepper Snapple Group. “So we felt there was an opportunity for us to look at a smaller size bottle that really speaks to that age target.”
A TV spot, which launched this week, shows kids smashing fruit via slingshot in a backyard. The spot ends with the tagline “smashingly delicious.”
“What we wanted to embody is care-free kid fun,” said Yeh. Teens and tweens “want to be with their friends, they want to be outdoors, they’re enthusiastic and imaginative… and that’s what we tried to capture in the creative spot.”
The TV spot was created by McGarry Bowen in the U.S. and adapted for English and French Canada by DentusBos. The ad is running on tween and teen-focused shows on channels such as Much Music, Teletoon and YTV.
The campaign also includes a sampling element handled by InField Marketing. This summer, Hawaiian Punch samples will be handed out at family-focused events in four key markets: The Redpath Waterfront Festival in Toronto, the Canada Day festival in Vancouver, K-Days in Edmonton and the International Balloon Festival in Montreal.
Media, as well as a digital and mobile advertising component, was handled by Mindshare.
