Opinion Published on 4 Nov, 2009
Bill Bruce
Sex sells – Vio four months on
Bill Bruce is group editorial director of FoodBev Media
When we ran the story about the New York test of Vio – Coca-Cola’s new carbonated milk drink – back in June, we received a huge amount of interest.
The alubottled ‘world’s first vibrancy drink’ is shy about its parentage, marketed by neXstep Beverages and distributed by AMI Brands.
So, following up the story, I came across a series of images on WC News under the headline ‘The New Erotic Coca Cola is coming!’. You can judge for yourself in our special gallery whether this campaign is for real, or just milking the inevitable interest that the concept of ‘Coke and milk’ may bring.
While you’re there, you can also see that this is hardly a new idea, as our gallery tells the history of carbonated milk drinks.
Bill Bruce
Hi Kalle. You’re right. Did you see the gallery? Hard to know if Dizzy would ever have achieved success, as the legal action over the packaging’s similarity to Coca-Cola Blak saw its withdrawal. But ask Britvic in the UK. Even with a rebranding, Freekee Soda just didn’t sell enough to keep it on the shelf for a year. Good luck to Vio in New York, but seriously, ‘fizzy milk’? Only time will tell.
Posted 18 Nov 2009 10:04am
Kalle Leporanta
Hi – Sex may sell but carbonated dairy-based beverages do not necessarily sell in Europe. Or have you seen Yoplait Dizzy lately? – Best regards, Kalle Leporanta
Posted 16 Nov 2009 8:22am
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