MARKETING MIX: I'll name that brand in one

This mystery brand originated in Florida in 1947. It became the first company to sell bottled juice overseas in 1954.The target audience is 25- to 45-year-old adults, with a slight female bias.

The US is the brand's largest sales area. It is the number one selling juice in five European countries, including the UK. The selling point is that it is 100% pure juice, squeezed straight from the best fruit.

Brand X was bought by PepsiCo in 1998, and by 2001 had become a £100m brand in the UK. Its white pack with prominent fruit imagery is instantly recognisable.

Brand X's first advertising campaign in the UK was imported straight from the US in 1992.

It consisted of old and young people trying to stab an orange with a straw, with the voiceover 'If you want the fresh squeezed taste of this ... try this' (showing a carton of Brand X).

The most recent ad was created by Banks Hoggins O'Shea and featured the tune Let the Sun Shine. The strapline was '100% pure squeezed sunshine'.

Brand X has also recently sponsored Channel 4's A Place in the Sun.

Can you name this brand? Fax your answers on 020 8267 4504. The first randomly selected answer will win a bottle of champagne.

Last week's winner was Noel Cottle of Emap Performance in London, who correctly identified Clorets.


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