GMO Readies Citra Ads

Shop Delivers a Narrative-Based Campaign
SAN FRANCISCO–In its latest effort for Coca-Cola’s Citra brand of soda, Goldberg Moser O’Neill takes an approach that agency chairman Fred Goldberg claims is “quite a bit different” than the genre’s traditional fare. Its commercials have storylines.
“Instead of people jumping around and drinking soda, we use scenarios of people working up a powerful thirst,” said Goldberg.
GMO developed two 60-second TV spots for the campaign that will appear primarily in 10- and 20-second executions, Goldberg said. The effort features Citra’s current tagline, “No thirst is safe,” which GMO developed last year. Outdoor ads broke in some markets this spring.
One TV spot features a “Ball Shagger,” the person who drives the tractor that collects golf balls at driving ranges. When his vehicle breaks down in the heat of a summer’s day, the driver is forced weave his way to safety through a hailstorm of golf balls launched by sadistic-looking duffers. A voiceover suggests, “There’s nothing like a day in the range to make you thirsty. That’s why there’s Citra–the soda with the curiously crisp citrus taste.”
Coca-Cola has budgeted about $20 million to advertise the noncola Citra this year, said sources. The product is being marketed in 24 states. The company spent $1 million on the brand during the first 10 months of 1997, according to Competitive Media Reporting.
Sources said Coca-Cola is also shifting the range of its target audience for the brand from 15- to 19-year-olds to 15- to 24-year-olds, so as not to overlap too much with Surge, its citrus-flavored product that was also launched in 1997. According to Coca-Cola, Surge is being marketed in most of the U.S.