Leo Burnett has recently done the entire brand campaign around Minute Maid, the orange juice drink from Coca-Cola, which is under roll-out in TN, Karnataka and Andhra now.
The drink would be introduced in the North and the rest of the markets in two months, after which Coke will be launching a 360-degree campaign to support it across the major metros and Northern markets. The media spend is Rs 8 crore for the Southern states, which will go up significantly with the national launch.
Coca-Cola has been doing an aggressive consumer activation campaign to market Minute Maid Pulpy Orange in the aforesaid three Southern markets. The 360-degree marcomm plan involves organising road shows including extensive experiential sampling sessions in markets, offices, malls, and colleges, all backed by a range of exciting contests.
Complimenting the on-ground initiatives, TVCs bringing out the ‘Refreshingly Orange, Surprisingly Pulpy’ proposition of the brand would also be aired on Southern channels. While the TVC has broken on Monday, road shows and contest will be breaking from Tuesday across the three states.
Coca-Cola Marketing Vice-President Venkatesh Kini said, “We are passionate about fulfilling the replenishment needs of consumers on an everyday, all-day basis. As part of this strategy, it gives me immense pleasure to announce the launch of our internationally successful Minute Maid Pulpy Orange brand in the domestic market. The roll out of the naturally refreshing, orange beverage with real pulp has been designed to extend the company’s market leadership in the juice drinks segment.”
Hindustan Coca-Cola Beverages CEO John Ustas said, “Innovation has always been the hallmark of Coca-Cola’s business strategy here, and the launch of this new brand is the latest example of this. Part of a phased launch, this internationally successful brand would be first made available to consumers across Andhra, Karnataka and TN. As part of the same process, over the next two months, the brand would be retailed across 25,000 outlets in these states.”