Friday, Apr. 23, 2010


Milk and cookies, milk and honey, milk and cereal — milk gets around. But its latest coupling — with carbonation and fruit flavors in Coca-Cola's new Vio drink, now being tested in U.S. markets — is a bit of a head-scratcher. Sure, carbonated milk is nothing new for the Asian market, but they also have drinks made of cheese. Clearly, nothing fazes them.

A Coke copywriter described the drink — which comes in four fruit flavors, including peach-berry and mango — as "like a birthday party for a polar bear." That may not make Vio any more appealing, but when your product consists of milk, fruit, sugar and bubbles, it's as plausible a tagline as any. Vio sells for $2.50 a bottle, and Coca-Cola will expand distribution if the trial is successful. We're not holding our breath.