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New Citra Campaign Centers on Wise Guy
SAN FRANCISCO–Goldberg Moser O’Neill’s latest effort for Coca-Cola’s Citra soft drink brand introduces a notorious thirst gangster named “Cotton Mouth.”
TV, radio and outdoor ads are being supported by a media budget of about $40-50 million. The tagline remains, “No thirst is safe” [Adweek, March 8].
The work is a departure from last year’s lighthearted, teen-oriented ads that launched the citrus-flavored soda in select markets nationwide.
“Cotton Mouth” makes his debut in a 30-second black-and-white spot.
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