Boku Melange Ready to Pour Into ‘New Age’ Drink Market

CHICAGO – McCain Citrus, maker of Boku fruit drinks, is poised to enter the growing ‘new age’ beverage category with an effervescent drink called Boku Melange.
The watermelon-flavored, lightly carbonated beverage is scheduled to hit store shelves in mid-to-late July, industry sources said last week. It’s the watermelon flavor McCain executives apparently are hoping will catch consumers’ fancy and make Boku Melange stand apart.
Arian, Lowe, Travis & Gusick/Chicago, which picked up the creative assignment for McCain’s Boku fruit juice coolers in February, will create the campaign for the new product’s launch. McCain is expected to spend about $3 million on advertising for the introduction in selected markets in the Midwest and East.
McCain executives did not return calles for comment and agency executives declined comment.
Boku Melange will be a niche player in the crowded carbonated beverage category, which Nielsen Marketing Research says posted sales of $10 billion for the 12 months ended Dec. 12, 1992.
It also will compete for sales against the burgeoning bottled water category, which posted $567 million in sales for the same period.
Boku sales were $14 million for the 12 months ended Dec. 12, according to Nielsen, a 115.3% increase over 1991.
Copyright Adweek L.P. (1993)