Coke, Disney launch new soft drink in Spain
for young children in the Spanish market. The drink, which is
fortified with vitamins, features characters from Disney cartoons
and has already been successfully launched in Austria, Portugal and
the Netherlands.
A new soft drink was launched in Spain earlier this month by Coca-Cola in association with The Walt Disney Company and targeted at young children.
The drink, which will be sold under the brand name Las Aventuras de Mickey (The Adventures of Mickey), is made with natural fruit juice fortified with vitamins, and comes in two flavours - orange and pineapple.
The new drink is the first product to be launched by Coca-Cola and Disney after the two companies signed a major international strategic agreement. Other drinks, all targeted at children and using a variety of Disney characters, are also planned.
Coca-Cola Espana said that it hoped to garner the same level of success with The Adventures of Mickey in Spain as the brand had already achieved in other European markets such as Portugal, Austria and the Netherlands.
The company said the product was targeted at children aged 5-10 years old, and that it is made primarily of water, sugar, fruit juice and vitamins A, C, E for the orange flavour and B3, B6, pantothenic acid and biotin in the pineapple version.
Coca-Cola claimed that the colourful packaging for the brand was also designed to appeal to young children, and that it came in three different formats: a 250ml PET bottle, a 1.5-litre bottle and a multipack version of the 250ml variant. All feature Mickey Mouse in a variety of adventures, and the 250ml version also has a sports cap.
"The Adventures of Mickey is hoping to make a major impact on the value-added beverage sector, which has experienced substantial growth in recent years," said Coca-Cola Espana. "This innovative product responds to the demands of parents looking for nutritional products for their children, but at the same time provides fun and entertainment for the kids."
The drink, which was launched last week in supermarkets, convenience stores and leisure centres, will be supported by a major marketing campaign, including press and TV advertising, product sampling and sales and merchandising materials.
