MTV Grants Fruitworks Needed Buzz

PepsiCo has partnered with MTV to promote Fruitworks, a non-carbonated beverage that has been gaining on archrival Coca-Cola’s Fruitopia brand.

Two TV spots, targeting consumers 15-24, will break on the music channel on Monday (6/25) to promote the MTV/Fruitworks Consumer Electronics Sweepstakes. The spots, created in-house by MTV, feature bored factory workers whose worlds are turned upside down when someone pours the beverage into the machinery.

Last year, the companies teamed up for the “Inside TRL” promotion. The two joined forces again because “it’s a really good fit for the brand and our goals,” said Robin Kaminsky, dir.-alternative beverages for PepsiCo, Purchase, N.Y.

The sweepstakes will run until September. Prizes include a trip to the MTV New Year’s Eve party and MTV-branded consumer electronics products. A 12-week “World Party” sampling tour will hit nine cities during the promotion.

PepsiCo is in the early stages of planning a repositioning effort for the brand that will likely include a packaging facelift, line extensions and other changes.

In 2000, Fruitworks made the jump from $18.8 million in revenue to $94.9 million, while Fruitopia fell from $118 million to $112 million per Beverage Marketing Corp., New York.

Fruitworks spent all of $841,000 on media last year per Competitive Media Reporting, New York.