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Older Target Sought for Coke’s Fledgling Soda
SAN FRANCISCO–Goldberg Moser O’Neill has created two new TV spots for Coca-Cola’s fledgling Citra soda, which is being repositioned to appeal to an older consumer target.
The ad, breaking this week in the 24 markets where the grapefruit-flavored drink is available, takes a narrative approach. “Instead of people jumping around and drinking soda, we use scenarios of people working up a powerful thirst,” said agency chairman Fred Goldberg.
One of GMO’s two 60-second spots features a “ball shagger,” the person who drives the tractor that collects golf balls at driving ranges.
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