Coca-Cola launches Minute Maid Pulpy Orange juice in India

MUMBAI: Coca-Cola in India has extended its presence in the branded juice market with the launch of Minute Maid Pulpy Orange - "Refreshingly Orange, Surprisingly Pulpy," a natural drink containing real orange pulp.

The cola major has drawn up an aggressive consumer activation campaign to market Minute Maid in the three southern Indian states. Targeted at young adults the campaign will focus initially on key cities and then move into the rest of the country. It is thus being launched in a phased manner, starting first with the southern states of Andhra Pradesh, Tamil Nadu and Karnataka.

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 the south. The brand campaign has been developed and executed by Leo Burnett, informs an official release.

"Coca-Cola India, vice-president- marketing Venkatesh Kini said, "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. 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."

Hindustan Coca-Cola Beverages Pvt. Ltd CEO John Ustas said, "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. Part of a phased launch, the internationally successful brand would be first made available to consumers across the three southern states of Andhra Pradesh, Karnataka and Tamil Nadu. As part of the same process, over the next two months, Minute Maid Pulpy Orange would be retailed across 25,000 outlets in the three states."

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