GMO To Launch Coca-Cola’s Kuat

Goldberg Moser O’Neill has landed its second ad assignment from Coca-Cola. The San Francisco shop has been tapped to create ads for the South American launch of a new high-energy drink called Kuat, sources said. Coca-Cola is considering launching Kuat in the U.S. with ad support from GMO, sources said.
GMO handles Coke’s Citra, a citrus-flavored soft drink introduced earlier this year in the U.S. with some $40 million in ad support.
Executives at GMO and Coca-Cola declined to comment.
Sources said GMO is completing a 30-second launch spot for Kuat that will break in early 1998. The tagline for the campaign is, “Beba outros ares,” meaning “Try something different,” sources said.
McCann-Erickson will handle media buying, sources said.
Kuat is made from the Amazonian guarana fruit. Coca-Cola is introducing the brand to compete directly with Companhia Antartica Paulista’s Guarana Antartica drink, the South American leader among energy beverages.
Coca-Cola is launching Kuat in Brazil before expanding to other markets. The company’s existing guarana fruit drink in South America, TAI, has not sold well and may be dropped, sources said.