Leo Burnett, Delhi has bagged the creative duties for Coca Cola’s Minute Maid. This is the company’s foray into the non-carbonated drink segment though in the past it did introduced Georgia tea and coffee which cannot be termed as a successful stint.
Though Coca Cola’s official confirmed the news, he refused to divulge further details. Same was the agency’s stand. The pitch process had included McCann Erickson and Leo Burnett. The size of the business could not be ascertained.
Being in the news for the pesticide controversy as well as facing the challenge of declining numbers, there have been reports of Coca-Cola foraying into other drinks besides the carbonated ones. Minute Maid, a juice brand, would be pitted against Pepsi’s Tropicana.
The Minute Maid family of brands is produced and sold by the Coca-Cola Company and is the world’s leading marketer of premium fruit juices and drinks. Though the brand has over 100 flavours and varieties, it is learnt that in India, orange juice would be first flavour launched.
Moreover, the company is mulling over launching various products and Minute Maid is just one of the several options.