Earlier today, Thursday, 28 October 2010, the South African fruit juice company released an adaptation of the original video with digitally added pieces of fruit on the iceberg, and copy which read "The end of global cooling....the start of the Liqui-Fruit summer meltdown.", and ending with a link promoting the Summer Meltdown on its Facebook page.
The campaign is the brainchild of Brian Carter, creative director at Liquorice, and sources reveal that the agency had been working on the campaign for months. Once it had launched, they were expecting to keep it quiet for a bit longer, but after the hijacking by cider brand, Hunter's, the brand took a decision to go public.
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