- Minute Maid unveiled a new visual identity as a part of its first-ever rebrand, in keeping with details shared with Marketing Dive. The Coca-Cola brand is promoting the hassle with a global campaign — also a first — titled “Filled With Life.”
- A warm color palette and soft typeface are utilized in an effort to unify the look of Minute Maid’s diverse portfolio, which spans over 100 countries. The refresh and corresponding campaign were developed to evoke feelings of enjoyment and remind consumers to be present.
- Campaign activations will vary by market but could include TV and digital out-of-home (OOH), social media, online video and on-ground experiences, with efforts rolling out all year long. The juice brand is the newest under the Coca-Cola portfolio to undergo an in depth refresh.
Coke is attempting to breathe new energy into Minute Maid, the 77-year-old juice brand that it acquired in 1960 and credits as its first foray outside of the soft-drink category. The campaign arrives following a period of decline within the consumption of orange juice lately. Tropicana Pure Premium, a subsidiary of PepsiCo, was the leading brand when it comes to sales in 2020.
Rolling out over the course of the yr, “Filled with Life” will showcase the brand’s new look while aiming to encourage consumers to combat life’s “autopilot moments.” Promoting the importance of taking a pause to be present in life could resonate as consumer’s struggle with the anxiety attributable to economic issues, amongst other concerns. Activations spanning OOH, TV and digital channels communicate the brand’s messaging, including on-pack QR codes redirecting consumers to promotions and other experiences.
Among the first deployments of the new “Filled With Life” platform is an OOH campaign launched by Minute Maid that creatively uses billboards and the ability of the sun to bring extra light into consumers’ every day lives. One billboard was designed to reflect the sun and solid light into once-dark homes. Another is missing all the pieces however the frame, meant to showcase sunlight that is commonly overshadowed by bulky displays.
“The experience people get from drinking Minute Maid makes them feel good. Minute Maid desired to bring that to life visually and in our communications worldwide. This perfectly reflects our brand mission to assist anyone, anywhere and at any time, feel alive, which is required now greater than ever,” said Katalin Czigler, global brand strategy director for Minute Maid, in a press release.
With its new, unified look, the looks of Minute Maid products across the greater than 100 countries its spans will now be the identical, apart from the various names that the products bear internationally, which can remain the identical. For example, Minute Maid is often called Cappy in Europe and Africa and del Valle in Latin America. The refresh features a new flexible global design system and attempts to create a consistent product experience no matter location, with packaging inspired by the brilliant, energetic colours of fruit and a more natural typeface.
The identity refresh and global campaign were developed with agencies Jones Knowles Ritchie, VMLY&R, Grey and Landor & Fitch. Minute Maid is one in all the newest longtime offerings from Coke to undergo a product overhaul, with others receiving the identical treatment recently including Fanta Orange and Sprite.
Minute Maid’s brand refresh arrives following a robust begin to the yr for Coca-Cola, which saw Q1 organic revenue grow 12% year-over-year, in keeping with its latest earnings report, with the rise largely driven by higher prices. Leadership, while discussing the earnings with analysts, also attributed the success to stronger digital marketing, including through a partnership around generative artificial intelligence with OpenAI and consultant Bain & Company.
Competitor PepsiCo has similarly rolled out new looks for brands inside its portfolio early into 2023 in an effort to spur growth during a volatile economic environment. Most significantly, the corporate in March unveiled an overhaul for its core Pepsi offering, including a new logo. The company also put heavy marketing muscle behind new beverage Starry because it looks to get an edge on rival Sprite and win over Gen Z consumers.
Read the complete article here
