Wait a minute… it’s the Minute Maid fiasco

Having been sucked into what I reluctantly accept is an interesting television ad, I was brought back to earth the next day when my taste-buds were the unfortunate victims of a head-on collision with this concoction masquerading as a credible juice.

Perhaps I should have been suspicious in light of recent Dasani and Aqua + capitulations, but one always has to hope that a company with the financial muscle, npd resources and heritage of Coca-Cola should be able to assemble a half-decent juice.

While I appreciate that packaging design is subjective, this product looks as though it has been in Doctor Who’s lunch box for the past few centuries, since it represents product packaging with all the creative cues of P&Js and we all know what happened to them!

In this Innocent era, insincere, multimarket packaging is not really acceptable for a product pretending to be thoughtful and discerning.

Then one notices the “no added sugar” claim on the label. Good, one suspects, until you notice that this is a product packed with artificial sweeteners which some food scientists believe to be carcinogenic.

“With multivitamins” is also an interesting phrase. Multivitamins tend to be added because the drink is made from concentrate, which means that the original juice was cooked at approaching boiling point to get rid of its water content. During this process, almost all of the vitamin content will have been lost and much of the fructose will have formed caramelised sucrose. All free radicals will have been lost. Can any fruit juice that has been boiled, turned into concentrate and then diluted with water claim to provide “one of your daily portions of fruit”?

Then there is “25 per cent of RDA of vitamins”. This is due to added vitamins that are not as digestible as real fruit, but are necessary because the concentrate used to make the drink contains so few vitamins.

Best of all is the marketing kidology that asks the lucky recipient to “shake well before drinking; you see, we use a lot of fruit in our drink and some settling will occur”. An interesting observation, given that a) concentrates are filtered/clarified and b) the drink contains hardly any fruit.

None of this means that Minute Maid shouldn’t have its place on the shelf, it should simply stop pretending to be something it isn’t.

Ian Hills

Head of marketing

Saxon 1050

London W1

PS. I suspect the “Minute” relates to how long it took the marketing department to cobble together this concept.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here