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Mott's Fruitsations Debuts First National Advertising
Stamford, CT – April 08, 2002
Mott's Inc., the nation's leading producer of apple sauce and apple juice, today announced that it is launching its first national TV advertising campaign for its successful Mott's Fruitsations brand of single serve apple sauce. The campaign targets women, age 25-49, with children.
The new commercial, titled "Darn Kids", features two cute children, explaining why they like Mott's Fruitsations and the various flavors such as Mango Peach, "Strawberry Balana"and Mixed Berry.
The commercial was not scripted. Prior to filming the children took home a "workbook" on apple sauce and Mott's Fruitsations. Both children were then asked a series of questions while their responses were captured on tape showing their honest and true answers.
"We wanted to be able to highlight the variety and kid appeal of Mott's Fruitsations and show that it is actually the fruit kids love to eat. It won't get thrown out or traded for a honey bun when they get to school," said Marcel Nahm, senior brand manager - sauce.
The commercial was well received in test markets and resulted in a significant lift in sales. In addition it had a halo effect on the Mott's base apple sauce business.
The new Mott's Fruitsations commercial will air during female focused programming on ABC, NBC and CBS and on cable channels such as Family, Lifetime, Oxygen, TNT, Nick at Nite, E! and USA. It will also be featured in syndicated shows such as Oprah, The View, Seinfeld, etc.
The new campaign was created by Mott's former agency New York City based-Moss Dragoti.
Mott's Inc., a subsidiary of London-based Cadbury Schweppes plc (NYSE: CSG), is headquartered in Stamford, Conn. Other well-known products made by Mott's include Hawaiian Punch fruit drinks, Yoo-Hoo Chocolate Drink, Clamato, Mauna La'i tropical juice drinks, Grandma's Molasses, the number one brand of molasses in America, Holland House and Mr & Mrs T, the top selling cocktail mixers in the United States, the IBC soft drink brand, Rose's, the nation's leading brand of lime juice and grenadine, and the ReaLemon and ReaLime brands. More information about Mott's can be found on its Web site, www.motts.com.
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