NEW YORK Interpublic Group's Draft Worldwide has been tapped to introduce a regional campaign for Barq's Floatz, a line extension of the Coca-Cola Co.'s Barq's root beer brand, the client said.
Tagged "Sweet interruption," the Chicago agency's coupon and sampling effort will begin next week in cities throughout Mississippi and Louisiana. The carbonated soft drink adds the flavor of an ice-cream float to the Barq's root beer taste.
In a statement, Alison Lewis, vice president of marketing for Coke's Sprite & Flavors, North America division, said, "Research shows that people today are looking for simple indulgences, so we created Barq's Floatz, a soft drink to be enjoyed more like a treat,
and a nice interruption to a hectic day."
Barq's Floatz will be packaged in individual, long-neck, 12-ounce bottles and in four-packs.
The Atlanta-based company acquired the Barq's brand in 1995.