Taco Bell intros Frutista Freeze frozen beverage
May 18, 2008
IRVINE, Calif. — Taco Bell has introduced its Frutista Freeze, a permanent line of signature frozen drinks topped with real strawberries.
Frutista Freeze comes in either Strawberry or Mango Strawberry flavors and is available for $1.89 at participating Taco Bell locations. Frutista Freeze is served in a 16-ounce clear cup and comes with a signature Taco Bell purple spoon straw.
Only natural sucrose is used to sweeten the beverage, as opposed to high fructose corn syrups.
Taco Bell is supporting the launch of the new Frutista Freeze line with an integrated advertising campaign across television, print, radio and online channels. The broadcast TV advertising campaign features the return of a talking animal, this time a beach-bound turtle. The 30-second and 15-second ads will run nationally and was handled by DraftFCB of Irvine, Calif. The beverage launch also will receive Hispanic marketing support as a 30-second ad that will run in targeted markets. Creative was handled by Dieste in Dallas.
Supporting online efforts include a partnership with Surfline.com, and a downloadable coupon for a free Frutista Freeze. Starting June 12, users will be able to play the "Fruiting Gallery" game. Game players ward off people who threaten their vacation on a beach by throwing mangos and strawberries.
