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Coca-Cola's juice brands in revamp
by Fiona Ramsay, marketingmagazine.co.uk
25-Nov-09, 10:27
GLOBAL - 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 had nearly doubled over the past 10 years. Its ready-to-drink juice and juice drinks business grew at an annual rate of 11 per cent 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 juice market in Asia is seeing growing competition, in particular in China. In September, Huiyuan Juice handed its creative business to Saatchi & Saatchi Beijing as it seeks to regain momentum in China following the failure of its merger with Coca-Cola. Coke recently unveiled its first milk drink in the market under the Minute Maid umbrella.
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