Dive Brief: 

• Minute Maid unveiled a new visual identity as part of its first-ever rebrand, according to details shared with Marketing Dive. The Coca-Cola brand is promoting the effort with a global campaign — also a first — titled “Filled With Life.”
• A warm color palette and soft typeface are used in an effort to unify the look of Minute Maid’s diverse portfolio, which spans over 100 countries. The refresh and corresponding campaign were developed to evoke feelings of enjoyment and remind consumers to be present. 
• Campaign activations will vary by market but could include TV and digital out-of-home (OOH), social media, online video and on-ground experiences, with efforts rolling out throughout the year. The juice brand is the latest under the Coca-Cola portfolio to undergo an extensive refresh.

Dive Insight: 

Coke is attempting to breathe new energy into Minute Maid, the 77-year-old juice brand that it acquired in 1960 and credits as its first foray outside of the soft-drink category. The campaign arrives following a period of decline in the consumption of orange juice in recent years. Tropicana Pure Premium, a subsidiary of PepsiCo, was the leading brand in terms of sales in 2020.

Rolling out over the course of the year, “Filled with Life” will showcase the brand’s new look while aiming to encourage consumers to combat life’s “autopilot moments.” Promoting the importance of taking a pause to be present in life could resonate as consumer’s struggle with the anxiety caused by economic issues, among other concerns. Activations spanning OOH, TV and digital channels communicate the brand’s messaging, including on-pack QR codes redirecting consumers to promotions and other experiences.

Among the first deployments of the new “Filled With Life” platform is an OOH campaign launched by Minute Maid that creatively uses billboards and the power of the sun to bring extra light into consumers’ daily lives. One billboard was designed to reflect the sun and cast light into once-dark homes. Another is missing everything but the frame, meant to showcase sunlight that is often overshadowed by bulky displays.

“The experience people get from drinking Minute Maid makes them feel good. Minute Maid wanted to bring that to life visually and in our communications worldwide. This perfectly reflects our brand mission to help anyone, anywhere and at any time, feel alive, which is needed now more than ever,” said Katalin Czigler, global brand strategy director for Minute Maid, in a statement.

With its new, unified look, the appearance of Minute Maid products across the more than 100 countries its spans will now be the same, aside from the different names that the products bear across the world, which will remain the same. For example, Minute Maid is known as Cappy in Europe and Africa and del Valle in Latin America. The refresh includes a new flexible global design system and attempts to create a consistent product experience regardless of location, with packaging inspired by the bright, energetic colors of fruit and a more natural typeface.

The identity refresh and global campaign were developed with agencies Jones Knowles Ritchie, VMLY&R, Grey and Landor & Fitch. Minute Maid is one of the latest longtime offerings from Coke to undergo a product overhaul, with others receiving the same treatment recently including Fanta Orange and Sprite.

Minute Maid’s brand refresh arrives following a strong start to the year for Coca-Cola, which saw Q1 organic revenue grow 12% year-over-year, according to its latest earnings report, with the rise largely driven by higher prices. Leadership, while discussing the earnings with analysts, also attributed the success to stronger digital marketing, including through a partnership around generative artificial intelligence with OpenAI and consultant Bain & Company.

Competitor PepsiCo has similarly rolled out new looks for brands within its portfolio early into 2023 in an effort to spur growth during a volatile economic environment. Most significantly, the company in March unveiled an overhaul for its core Pepsi offering, including a new logo. The company also put heavy marketing muscle behind new beverage Starry as it looks to get an edge on rival Sprite and win over Gen Z consumers.