Soda Industry
PLANO, TX (July 7, 2004) – Cadbury Schweppes Americas Beverages today announced new national advertising for Diet Rite, one of the fastest-growing beverages in its portfolio. The new ad campaign, "Floating Zeros," brings to life the Diet Rite point of difference as the only national soft drink with zero carbs, zero calories, zero caffeine and zero sodium, and seven refreshing flavors, all with zero compromise on taste. "We know that now more than ever people are looking for products that meet their needs for a health-conscious lifestyle," said Tony Jacobs, Vice President, Marketing, Diet Rite. "Diet Rite is in a perfect position to remind people that ‘zero' can taste great and come in a variety of refreshing flavors. We know many consumers have already caught on to Diet Rite since we're seeing 44 percent growth on this brand, but we also thought the timing was right to reach out to consumers who may not have discovered Diet Rite yet." The new campaign, created by BrandBuzz, a creative boutique agency within Young & Rubicam Brands, launches this week with 30-second and 15-second spots running on national networks in prime time and on cable, including E!, USA, Court TV, Lifetime and Oxygen, among others. The ads, called "Floating Zeros," open on a bubbly background followed by a series of upwardly moving colored zeros, which begin to continuously float more rapidly throughout the screen as a voice describes the Diet Rite consumer promise. The camera then pulls back to show that these bubbling zeros are all part of a much larger zero that surrounds the hero shot of Diet Rite cans. The ad ends with the tagline "Live Rite. Diet Rite." Special computer graphic imaging by Digital Domain, known for its special effects work on Titanic and The Day After Tomorrow, adds a smooth, animated effect to the ads using subtle light and texture elements that enhances the version of the ad shot on film. To complement the new creative and reach shoppers in local markets, Diet Rite is sending sampling teams to 35 cities around the country now through mid-August, offering consumers a chance to quench their thirst and "Go For Zero." Diet Rite, a brand of Cadbury Schweppes Americas Beverages, a subsidiary division of Cadbury Schweppes plc (NYSE:CSG), is a smart choice soft drink for a low-carb lifestyle. It is leading growth in the soft drink industry* with volume gains of 44 percent (ACNielsen, May 15, 2004), significantly outpacing the diet soft drink category. Diet Rite is a nationally distributed diet soft drink sweetened with Splenda and is the only soft drink mentioned by name on www.atkins.com. With seven delicious flavors to choose from – Cola, White Grape, Tangerine, Red Raspberry, Golden Peach, Black Cherry, Kiwi Strawberry – Diet Rite offers zero carbs, zero calories, zero caffeine and zero sodium, all with zero compromise on taste. For more information, visit www.dietrite.com. * Compared to brands that have been nationally distributed in all major packages for 12 months.
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