Up next on MTV’s “Total Request Live” (TRL) is the smash hit single-serve: FruitWorks, Pepsi-Cola’s refreshing new line of juice drinks — now available nationally in 20-ounce plastic bottles. Backed by two new TV commercials, FruitWorks will partner with MTV this summer in a promotion spotlighting “Inside TRL,” the hit show’s first-ever home video release.
“Inside TRL” features interviews with some of today’s top music stars, music videos and behind-the-scenes footage. Promoting its home video release, FruitWorks and MTV are running a national consumer sweepstakes in which one grand prize winner and a guest will go behind the scenes at MTV studios in New York City. Twenty other winners will receive MTV prize packs, including cool TRL and FruitWorks stuff.
Kicking off June 30 and running through September, the joint effort also includes “buy one, get one free” offers on 20-ounce bottles of FruitWorks and mail-in rebates towards the purchase of the “Inside TRL” home video. To enter the sweepstakes, consumers simply have to fill out and mail entry forms that accompany the TRL video or can be found near FruitWorks displays at participating retail stores. Prize drawings will be held in November.
Playing off the TRL phenomenon, two new TV commercials position FruitWorks as the beverage of choice and proud sponsor of the fictitious “Professional Fan League.” In the first spot, an earnest young woman fights her way through an energized crowd outside MTV’s studios in New York City, hoping to be noticed by TRL’s host in the studio above. In the process, she discovers simple fruit refreshment in the form of FruitWorks.
The second spot, which is now in production, focuses on FruitWorks’ sponsorship of TRL’s home video release and introduces the sweepstakes. A 60- second trailer connecting FruitWorks with the “Professional Fan League” opens TRL’s home video.
MTV’s Commercial division in New York City produced the new spots, which are scheduled to air on MTV through August, and the trailer.
“FruitWorks is fast-becoming one of the most popular juice drinks on the market and by partnering with one of MTV’s most successful shows, we’re hoping to take FruitWorks to the next level,” said Robin Kaminsky, Director Alternative Beverages, Pepsi-Cola Company. “FruitWorks is all about encouraging teens and young adults to make their mark. Partnering with TRL is a natural fit because the show encourages teens and young adults to express themselves and know that their opinion counts.”
“We’re thrilled to work with FruitWorks to create this innovative promotion around one of our most popular shows TRL,” commented John Shea, Senior Vice President, Strategic Programming, MTV. “Given our audiences connection to the show, we’re confident that our home video, ‘Inside TRL,’ will help Fruitworks in a major way and believe that this will be a truly successful partnership.”
MTV Networks, a unit of Viacom Inc., owns and operates five cable television programming services – MTV: Music Television, MTV 2, VH1, Nickelodeon/Nick at Nite, and TV Land – all of which are trademarks of MTV Networks. Information about MTV: Music Television and MTV 2 is available on MTV Online, on America Online (Keyword: MTV) and the World Wide Web (http://www.mtv.com).
FruitWorks (http://www.fruitworks.com) is a product of Pepsi-Cola Company (http://www.pepsiworld.com), the global beverage division of PepsiCo, Inc. (http://www.pepsico.com), headquartered in Purchase, N.Y. Pepsi-Cola’s other brands in the United States include Pepsi, Diet Pepsi, Pepsi ONE, Mountain Dew, Slice, Mug, Wild Cherry Pepsi, Aquafina and All Sport Body Quencher. The company also makes and markets ready-to-drink teas and coffees via joint ventures with Lipton and Starbucks.