Coca-Cola’s flavoured beverages FUZE brand is launching its first advertising campaign focusing on the fun which blending different things together can bring. The campaign dubbed ‘It’s Better When You Mix Things Up’ was launched across a range of media platforms including TV (two adverts were created), billboards, print, digital, retail, mobile and social media elements in the U.S. on April 1, and will be running throughout summer.

Six lovely characters—fruits wearing casual clothes—turn routine into joyful experience by coming together. In one of the ads they throw furniture out through windows and make tree houses of the chairs and tables, and in the other one they create ‘I’m not in your club’ section at the school club fair and start a fun and crazy fruit fight with representatives of other ‘communities.’ According to the company’s press release, “the two commercials were filmed completely upside down and in live action. Computer generated effects were then applied during post-production to flip the image and bring the scenes to life.”

«People are about to get a taste of FUZE they’ve never had before,» said Ilan Sobel, Senior Vice President and General Manager, glacéau. «To complement the exciting updates we’ve made inside the bottle, we’re thrilled to show consumers something fun, quirky and totally different in our groundbreaking television spots…’cause everything is more interesting when you mix it up!»

AdAge reports that Amalgamated (New York) developed the creative concept for the campaign, while Ammirati (New York) created in-store elements and SapientNitro worked on digital and social media part. Visitors to the brand’s Facebook hub can learn more about the characters and get detailed information about the 12 mixed flavor varieties, which include Banana Colada, Peach Mango, Strawberry Guava, Orange Mango, Mixed Berry, Black & Green Tea, Green Tea, Tropical Punch, Strawberry Melon, Blueberry Raspberry, Cranberry Raspberry, and Pomegranate Acai Berry.