Coca-Cola unifies global juice brands via packaging

The Coca-Cola Company is to introduce a new visual identity for key brands in its juice portfolio to be introduced across products worldwide.

Minute Maid

The soft drinks company offers more than 100 juice and juice drink brands in 145 countries worldwide.

The introduction of a uniform packaging design is part of the company’s strategic effort to reinforce and expand its leading position in the juice category. The design builds on elements of Coca-Cola’s Minute Maid juice brand.

The packaging overhaul was led by the in-house design group at Coca-Cola and it rolls out first in the US.

Coca-Cola says its global juice volume is now twice the size of its nearest competitor and that it has grown its ready-to-drink juice and juice drinks business at an annual growth rate of 11% for the past 10 years. The new visual identity was created to enhance brand preference, improve shelf stand out, and drive cost efficiencies and create consistency across the portfolio.

Guy Wollaert, general manager of Coca-Cola’s global juice centre, says: “The scale and magnitude of this worldwide rebranding effort is significant for our juice business. Our new, uniform packaging design system unites key brands in our juice portfolio, including Minute Maid, Del Valle, Andina and Cappy under a single, iconic brand identity.”

Coca-Cola has been thrashing out its vision for growth up to 2020 at a two day investor meeting in Atlanta this week.

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