Hawaiian Punch Promo Hits the Road

DALLAS Hawaiian Punch has launched its “Clownin’ Around Tour” this week, the client said.

Targeting young consumers, the nine-city tour will promote Hawaiian Punch’s new Wild Purple Smash and Tropical Vibe flavors.

Between Memorial Day and Labor Day, the promotional tour will visit Kansas City, Mo.; Jackson, Miss.; Memphis, Tenn.; Milwaukee; Chicago; Houston; Birmingham, Ala.; New Orleans; and Munster, Ind.

At each stop, consumers will get the chance to sample the new Hawaiian Punch flavors and participate in activities sponsored by the client, including dance competitions and street festivals. Punchy, the beverage’s longtime spokescharacter, will appear at each location, the client said.

In addition to product samples, giveaway items include Hawaiian Punch-branded T-shirts, sling bags, towels, magnets and commemorative cups.

“Teens relate to the fun, social aspects of the Hawaiian Punch brand personality, which is why we created the ‘Clownin’ Around Tour,’ ” said Matt Smith, brand manager for the client. “The brand gets a chance to connect with urban teens through our new flavors, cool activities, funky ice cream truck and relevant premium items.”

To support the tour, Dallas-based Latitude created a 30-second radio spot that will air in the Birmingham, Memphis, Jackson, Houston, Kansas City and New Orleans markets. Staggered launch dates began last month.

A brand of Plano, Texas-based Dr Pepper/Seven Up, the Hawaiian Punch tour is being managed by Trilogy, a local promotional marketing agency.