Coke unveils Minute Maid launches

Coca-Cola Great Britain will launch the Minute Maid orange juice brand in two variants in the UK in June, including an “on-the-go” format called Fruit Refresh.

The Minute Maid brand, which the drinks company hopes will help widen its portfolio by appealing to more health-conscious consumers, will be available as a chilled pure juice offering and as the non-chilled Fruit Refresh format.

The chilled offering will come in a one-litre plastic “carafe” that will be shelved alongside juice rivals such as PepsiCo’s Tropicana and Copella brands. The Fruit Refresh ambient format will be available as a 500ml plastic bottle and is believed to have a 50 per cent juice content.

A &£5m television and print advertising campaign, devised by Vallance Carruthers Coleman Priest, will support Minute Maid’s launch.

PepsiCo has been working with DDB London to develop a new positioning for Tropicana to combat Minute Maid. The agency axed the singing parrots introduced to Tropicana advertising last year and has since created a campaign featuring Dean Martin and classic images of New York.

The company also launched its first TV advertising for apple juice brand Copella last month.

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