POTC drinks

[Bosun Carmina]

Calypso Soft Drinks are launching two new no-added-sugar juice drinks ahead of this summer’s screening of the second Walt Disney Pictures film in the Pirates of the Caribbean series – Dead Man’s Chest.

The Caribbean Curse and Bootstrap Blackcurrant drinks each contain 10 per cent juice and come in cluster packs of four 250ml bottles with sports cap. The packaging features the film’s vicious skull and crossbones logo along with a close-up of Johnny Depp as one of the swashbuckling pirates, and is designed to appeal to boys and girls in the 6-11 age group which forms the heartland of Calypso’s market.

Waitrose will be among the first to sell the new drinks, which go on sale from April 24 with an on-pack promotion offering a free film poster featuring the three stars in return for four tokens.

“Backed by a £2 million media spend, and with Woolworths, McDonalds, Asda and Tesco all planning major campaigns around the screening of this sequel to the smash hit of 2003, we expect Dead Man’s Chest to be the film franchise of the year,” says Richard Cooke, Calypso’s Sales and Marketing Director.

“With a third film in the series already in production for release in 2007 and further sequels waiting in the wings, we see Pirates of the Caribbean remaining as the most exciting action-adventure kids’ franchise for the next three to four soft drinks seasons.”

The two new drinks are a further result of Calypso’s strategic partnership with Disney Consumer Products, which has already seen the successful launches of Finding Nemo Water, Disney Princess juice drinks for girls, and Britain’s first ambient smoothies designed to appeal specifically to younger consumers and featuring Toy Story and The Incredibles.

http://www.theretailbulletin.com/index.php...at=bran&id=8127

[Christine]

Wow, now I'm thirsty and longing to be out at the beach today! :)

[Black Syren]

Aye Christine and Im right behind ya...