Chandigarh, June 4, 2007 - Coca-Cola in India today announced the launch of "Minute Maid", the world's leading juice and juice drink brand in Punjab, Haryana and Himachal Pradesh.
The brand, launched in its internationally successful "Minute Maid Pulpy Orange" avatar, is a naturally refreshing juice drink which offers an unmatched taste experience to consumers due to the presence of real "Orange Pulp". This innovative consumer proposition is best explained by the brand’s tagline – "Refreshingly Orange, Surprisingly Pulpy". Minute Maid Pulpy Orange has been made available in two PET pack sizes- On-the-go 400 ml and 1.25 liter bottle, priced at Rs 25 and Rs 70 respectively. The first of its kind innovation by Coca-Cola is targeted at young adults who are on the lookout for a naturally refreshing, juice drink. The focus initially would be to target young adults in key cities and then move into the rest of the country. As part of the same strategy, Minute Maid Pulpy Orange is being launched in a phased manner. First launched in the southern states of Andhra Pradesh, Tamil Nadu and Karnataka, now the world’s leading juice and juice drink brand has been made available in the northern states of Punjab, Haryana and Himachal Pradesh.
According to, Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, "Coca-Cola is passionate about fulfilling the replenishment needs of its consumers on an everyday, all day basis. As part of the same strategy, it gives me immense pleasure to announce the launch of our internationally successful Minute Maid Pulpy Orange brand in Punjab, Haryana and Himachal Pradesh. 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 drink segment."
Coca-Cola in India currently enjoys market leadership in the juice drink segment with brand Maaza. With the launch of Minute Maid Pulpy Orange, Coca-Cola in India is all set to further extend its leadership in this fast growing segment. Utilizing its global scale of manufacturing processes, the orange pulp and the orange juice concentrate present in Minute Maid Pulpy Orange are being sourced by the company from Florida- USA and Brazil respectively. To specially service consumers in the northern states of Punjab, Haryana and Himachal Pradesh, Minute Maid Pulpy Orange is being initially bottled in China. Plan is to subsequently bottle the refreshing orange juice drink in the bottling facility being expanded in North India.
According to Vikas Chawla, Vice President, Franchise Operations, Coca-Cola India "Innovation has always been the hallmark of Coca-Cola’s business strategy in India. The launch of Minute Maid Pulpy Orange with real pulp, being the latest example. Riding on the instant success both internationally and in south of India, the world’s leading juice and juice drink brand, as part of a phased launch is now being made available to consumers across Punjab, Haryana and Himachal Pradesh. As part of the same process, over the next two months, Minute Maid Pulpy Orange would be retailed across 20,000 outlets in the three states."
"Orange Pulp" ...Makes All The Difference...
Minute Maid Pulpy Orange with the presence of real "Orange Pulp" offers an unmatched consumer experience. To feel the refreshing difference and also the presence of real orange pulp, it is best to first "CHILL" , "SHAKE" and only then "DRINK" from the bottle.
Connecting With Consumers…
Coca-Cola in India has drawn an aggressive consumer activation campaign to market Minute Maid Pulpy Orange in the two north Indian states of Punjab, Haryana and Himachal Pradesh. The 360 degree marketing communication plan involves organizing road shows including extensive experiential sampling sessions in markets, offices, malls, colleges, all backed by a range of exciting contests. Complimenting the on ground initiatives, TV commercials bringing out the "Refreshingly Orange, Surprisingly Pulpy" proposition of the Minute Maid brand would also be aired on all leading channels in Punjab, Haryana and Himachal Pradesh. The entire brand campaign has been developed and executed by Leo Burnett.