Hawaiian Punch Goes Urban

Where do islanders go to escape the prison of their tropical paradises? Some, it seems, head for the big city. Long-time Hawaiian Punch icon "Punchy" spent his summer vacation hitting the streets on a 14-city "Clownin' Around Tour," which gave consumers a chance to sample the brand's new Green Berry Rush flavor.To support the product introduction and tour, the company produced more than 100,000 static clings, static clings with buy-one-get-one-free tear pads, pole signs, banners and cooler barrels. One set of materials supported the Green Berry Rush flavor specifically, while another set supported the Clownin' Around Tour.The first line extension to the brand since it was purchased by Plano, Texas-based Dr Pepper/Seven Up Inc. from Procter & Gamble in 1999, Hawaiian Punch Green Berry Rush is a kiwi-strawberry flavored fruit punch. The product began appearing on store shelves in April and the Tour ran from May through August.P-O-P produced for the campaign featured an urban look that Mark Smith, brand manager for Hawaiian Punch, says was designed to appeal to the brand's target market."Hawaiian Punch skews very high with multicultural teens and that is our target," Smith says. "We skew very high with African Americans and Hispanics. And we skew very high in urban areas."The P-O-P was also designed to illustrate the bold flavor of the new brand. "It has a unique, bold taste, so we wanted to communicate a strong rush of flavor," says Smith. "That is part of what we were trying to communicate on the P-O-S with the product kind of rushing out of the bottle."For the Tour, a fleet of converted ice cream trucks featuring 2,500-watt sound systems traveled throughout the country to play hip-hop music, create spontaneous street parties and provide samples of Green Berry Rush. Some of the P-O-P materials for the tour were customized with specific city and date information. The tour was the result of extensive surveying of ethnic teens to gauge their interest in the promotion.At press time, the company was still analyzing sales data, but Smith expects that this introduction will be a success. "Word on the street is that it is doing really well. I think it will go far beyond what we had expected," he says.The campaign is being promoted across all channels but the primary markets are c-stores and supermarkets. Green Berry Rush P-O-P materials were produced by the brand's sales promotion agency, Latitude, Dallas. The Clownin' Around Tour was implemented by Mosaic Relevance Marketing, Addison, Texas, and Michael Cory Design, Dallas, designed the supporting P-O-P materials.

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