Coca-Cola's juice brands in revamp


LONDON - Coca-Cola has unveiled a fresh visual identity for its global juice portfolio.

The uniform packaging design, intended to improve on-shelf standout, is to be implemented across more than 100 juice and juice-drink brands across 145 countries.

Coca-Cola said its share of the global juice market has nearly doubled over the past 10 years. Its ready-to-drink juice and juice drinks business grew at an annual rate of 11% from 1998 to 2008.

The redesigned packaging brings a unified look and feel to the global juice brand line-up by reflecting the historic logo and colour scheme of Minute Maid, the leading brand in its juice portfolio. Key brands affected internationally include Del Valle, Andina and Cappy.

The overhaul will start in the US this month; the new designs will appear in other markets during 2010.

The company's juice brands in the UK include Minute Maid and Five Alive. Coca-Cola said it has no plans to bring Five Alive under the new identity.

Innocent Drinks, in which Coca-Cola owns a £30m stake, is not thought to be affected.

Coca-Cola launched Minute Maid in the UK in 2005. VCCP handled the £5m launch advertising account.

The brand was revamped in 2007, with an £8m ad campaign using the tagline 'Keeping well made simple' as it launched new variants Nutri Top Up, the Specific Benefits range and Breakfast on the Go.

However, the brand has failed to match the performance of PepsiCo-owned Tropicana in the UK.


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