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Adept at neatly segmenting its drink lines, Mistic Beverage this year is taking a similar approach with its advertising, spending $8 million on separate TV and radio campaigns to support its "Show Your Colors" brand anthem, a Dennis Rodman endorsement and sweepstakes, and its Rain Forest nectars line.
Like last year, the core ad campaign, from Deutsch, N.Y, shows edgy individualists being themselves-say, a young woman who grabs a guy in an elevator as the doors are closing. While last year's inaugural campaign was broken into a large...