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.