SHANGHAI - Coca-Cola China is making its first foray into the dairy sector, and has unveiled a nationwide campaign to promote it.
Minute Maid Pulpy Super Milky was formally unveiled yesterday in Shanghai at an event that included pop star and Minute Maid spokesperson Eason Chan, along with 1,200 consumers. The drink fuses fruit juice, milk powder, whey protein and coconut. Chinese consumers can enjoy three flavours - mango, peach and pineapple - which will be launched in 300 cities across China by the end of this year.
To support the launch, BBH China has created a nationwide marketing campaign titled 'My delightful fusion lifestyle' featuring Chan. The campaign will include a television commercial and print, as well as Minute Maid's ongoing interactive digital marketing programme. BBH won the China Minute Maid business late last year,
The digital work will involve interactive games inviting Minute Maid fans to taste and experience Minute Maid Pulpy Super Milky. Gamers will be invited to upload and share their creative facial expressions to reflect the experience of tasting the unique ingredients in each sip of Minute Maid Pulpy Super Milky.
“This new product is a key milestone for the Minute Maid brand in China, marking our entrance into the exciting new dairy drink category,” said Doug Jackson, president of Coca-Cola Greater China. “We believe that Minute Maid Pulpy Super Milky, developed specifically for Chinese consumers, will allow us to continue to grow Minute Maid’s strong position in the market. Furthermore this product underscores our commitment to China in developing new products for the local market and the world from our Chinese R&D centre.”
Minute Maid's Pulpy Super Milky drink will go head to head with Wahaha’s Nutri-Express drink in the China market.
Minute Maid is a global brand sold in more than 100 markets around the world. China is the second largest market for the brand worldwide, trailing only the US in consumption.
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