Fruit2O
Coyne was charged with generating media coverage in key targeted markets, as well as nationally, around Fruit2O®, a new “enhanced” line of zero-calorie flavored waters. In conjunction with the key market rollout, Coyne created “Save The Calories” rallies around in-market sampling efforts to alert consumers to the brand’s zero-calorie benefit. The team also utilized “The World’s Fastest Human Calculator,” Scott Flansburg, for in-market TV, radio and print interviews to demonstrate the number of calories and pounds consumers can easily save each year by drinking Fruit2O instead of high-calorie waters and soft drinks.
The campaign generated nearly 200 placements and more than 50 million media impressions, including in the Boston Globe, Boston Herald, Seattle Times, Tampa Tribune, Florida Times-Union and Milwaukee Journal-Sentinel.
