Geppetto Tries Surreal TV for Hi-C Blast

NEW YORK Coca Cola Co. this month rolls out Hi-C Blast fruit-drink pouches, a brand extension supported by a TV campaign from The Geppetto Group in New York.

One spot shows a boy sitting on a playground bench, sipping from a Hi-C Blast pouch. As his eyes open wide, the execution cuts to footage of a life-size tongue break dancing and crowd surfing inside a rock club.

The commercial ends with the tagline, “New Hi-C Blast. Every sip’s a blast.” Ads broke Sunday on teen-oriented programming on MTV, ESPN, UPN, Nickelodeon, Cartoon Network and Fuse, among others.

The brand was test-marketed in Dallas and Minneapolis in 2001 before being tested across the Midwest, according to Ray Crockett, a client rep. This month marks the drink’s national rollout. The Geppetto Group has worked for Hi-C Blast since early 2003, when it bested three undisclosed agencies for the business.

Spending on the campaign was not disclosed, but competitor Capri-Sun spent about $25 million on ads last year, according to Nielsen-Monitor Plus. Coca-Cola Co. spent about $1 million to launch its Minute Maid Coolers line in 2000 and spent $2 million on ads for the brand in 2002.