After two years on the market, Coca-Cola Canada is repositioning its Fruitopia drink to focus more on the fruit component of the beverage.

The company has recently developed two new flavors – apple tangerine dream and peach melon harmony – to complement the existing lineup of nine and is supporting the repositioning with new packaging and television advertising.

‘We found we could take better advantage of the market if we moved towards focusing on a fruit-based approach,’ says Chris Jordan, group director of consumer marketing with Coca-Cola.

Fruitopia was first marketed as a refreshing product in a bid to appeal to a consumer’s state of mind. A 1960s-style tv spot used kaleidescopic images with colors swirling across the screen.

Transit and billboard ads also highlighted the psychedelic, retro image that appealed to trend-conscious teens and young adults.

The five new spots focus instead on the unusual fruit combinations by using animated fruit in social settings.

The television buy is supported with a cinema spot, point-of-sale promotions and Fruitopia vending machines.

As well, the package label has undergone a design change.

The original bottle featured a shiny foil logo while the new one uses the flavor color for the background. The bottle wrapper prominently displays fruit designs and the brand name is boldly written in black.

Jordan says the new packaging is just as eye-catching. ‘This year the graphics better communicate the brand name and the flavor.’

Leo Burnett in Chicago developed the advertising, although Coca-Cola has been working directly with the Toronto office.

The fruit-based beverage industry is a competitive one that, according to Jordan, is experiencing double-digit growth. While he would not reveal Fruitopia’s market share, he did say the product is holding its own.

A 473 ml bottle of Fruitopia retails for about $1.50. Competitors include Snapple, Ocean Spray and Everfresh.