COCA-COLA INTRODUCES NEW VISUAL IDENTITY FOR GLOBAL JUICE PORTFOLIO World's #1 Juice and Juice Drinks Company Unveils First Ever Uniform Packaging Design for Core Juice Brands Including Minute Maid, Del Valle, Andina and Cappy ATLANTA, November 17, 2009 – The Coca-Cola Company today unveiled a new visual identity for key brands in the Company's extensive family of juice beverages. The uniform packaging design, to be implemented across multiple brands and products worldwide, is part of the Company's comprehensive, strategic effort to expand its global leadership position in the juice category. With more than 100 juice and juice drink brands available in 145 countries worldwide, the Company's share of this highly fragmented growth category has nearly doubled over the past 10 years and its global juice volume is now twice the size of its nearest competitor. The Coca-Cola Company has grown its ready-to-drink juice and juice drinks business in the 10 years from 1998 to 2008 at an annual growth rate of 11 percent. The Company is the largest buyer of fruit for juice consumption; buying one in six of all oranges processed for juice. Based on extensive consumer research, the new visual identity was created to enhance brand preference, improve shelf stand out, drive cost efficiencies and create consistency across a world-leading family of juice brands and products. "The scale and magnitude of this worldwide rebranding effort is significant for our juice business," said Guy Wollaert, General Manager, Global Juice Center, The Coca-Cola Company. "Our new, uniform packaging design system unites key brands in our juice portfolio, including Minute Maid, Del Valle, Andina and Cappy, under a single, iconic brand identity." Reflecting the historic logo and color scheme of Minute Maid, the leading brand in the Company's juice portfolio, the redesigned packaging brings a cohesive, unified look and feel to the Company's global juice brand lineup. The modernized design builds on elements of the Minute Maid visual identity, including the black rectangle and white logotype lettering while adding a green horizon mark, refreshing fruit photography and natural imagery to underscore the juice brands as a source of delicious fruit. The new design also creates a coherent look on shelf when packages are placed side-by-side to showcase the fruit. This further communicates the nutritional goodness inherent in the juice and evokes the imagery of whole fruit as it might be displayed in a produce aisle or farmers market. Creation of the new flexible and streamlined packaging system was led by the in-house design group at Coca-Cola. "We started this process working closely with the global juice team to understand the objectives and the strategy of growing our juice business," said David Butler, VP of Design, The Coca-Cola Company. "This scalable, common identity was created to address a business challenge, not to simply update a package. This is truly designing on purpose." By uniting the juice brand portfolio under one scalable framework, new packaging can be introduced quickly and efficiently, ensuring a consistent global design that builds brand value while minimizing operating costs and increasing productivity for local businesses worldwide. Beginning this month, consumers in the United States will be the first to experience the dynamic changes in Minute Maid packaging, while consumers of other juice brands in The Coca-Cola Company's family of juice beverages, such as Del Valle, Andina and Cappy, will experience the new designs in their local markets through 2010. The new-look packaging graphics are the first in a series of important milestones in a business strategy that will continue to strengthen the Company's position as the global leader in juice. In coming months, Coca-Cola will implement new initiatives that will benefit local businesses and consumers globally, including product innovations, sustainability efforts, strategic partnerships and the debut of successful juice products in additional markets. For more information and to view images of the new product packaging, visit the Coca-Cola Press Center at www.thecoca-colacompany.com. To learn more about the Minute Maid brand, visit www.minutemaid.com. About The Coca-Cola Company The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERADE®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.  Minute Maid Fact Sheet The New Look and Feel of Minute Maid® Minute Maid is contemporizing the look and feel of their 60 year-old brand. The first and most visible change is the updated packaging graphics consumers will see on-shelf. In November 2009, Minute Maid will roll out a new Visual Identity System as part of a larger strategic initiative from The Coca-Cola Company to expand its global leadership position in the juice category. The uniform packaging design, which will be implemented across multiple brands and products worldwide, is the first step in a comprehensive, strategic effort to expand its global leadership position in the juice category. The common look and feel for the Global Juice packaging was based on Minute Maid's well-known logo and graphics but with an eye towards creating a fresher, more contemporary design. Minute Maid's updated Visual Identity System creates an impact at point of purchase. The new packaging design maintains the most recognized features of the current Minute Maid logo including the black rectangle and white logotype lettering. Rounded edges give the logo a more contemporary look, and a green horizon mark above the logo reconnects the brand to nature. The packaging layout is based on the "artful composition of fruit," a concept inspired by how fruit vendors across the world display their best fruit at local markets and attract attention from customers. Designers studied consumer behavior in the supermarket produce aisle – how consumers shopped for fruit and why they chose the best fruit. They replicated those actions and feelings through visual cues on the new juice packaging. Fruit is the "hero" image on the Minute Maid packaging, evoking the sensation of enjoying the most wholesome and delicious fruit juice available. New graphics for Minute Maid Orange Juice include a unique green leaf canopy on top with an appealing depiction of juicy oranges in the center of the package. The graphics creates a unified look on shelf when the oranges along the bottom of the cartons link together to form an interlocking visual of whole fruit. The new packaging graphics for Minute Maid Lemonade and Punches include water ripples and floating fruit to reinforce delicious refreshment. Minute Maid is the largest brand in the Coca-Cola juice portfolio and is available in more than 70 countries worldwide, including the United States, Canada and Mexico. Consumers in the United States will be the first to see packaging changes on store shelves in November 2009. The new package design is only one part of a greater effort to contemporize the Minute Maid brand. Minute Maid will also be reaching out to a younger audience with a new voice and personality which will be reflected throughout all consumer touch-points including packaging, consumer promotions and media. Minute Maid has updated their core trademark tagline to read, "Put Good In. Get Good Out.TM" This expresses the idea that Minute Maid is the goodness consumers take in to get the most out of their every day – personally, professionally, and in their communities. Minute Maid will continue to introduce innovations that provide consumers with the nutritional benefits they desire and the great Minute Maid taste they expect. Most recently the company introduced Minute Maid Enhanced Strawberry Kiwi flavored juice drink, with yerba mate extract and real fruit juice to provide a delicious and natural energy boost. History of Minute Maid The Coca-Cola Company acquired The Minute Maid Company in 1960. When the Coca-Cola Company purchased Minute Maid, it was The Company's first venture outside of traditional soft drinks. Minute Maid is the leading brand within The Coca-Cola Company's juice portfolio. Minute Maid was originally founded as the Florida Foods Corporation by John (Jack) M. Fox in 1945. The name "Minute Maid" was selected as a brand name because the juice concentrate product was easily prepared and could be "made in a minute." Minute Maid has a long history of product innovation and 'firsts' including:
With over 100 different flavors and varieties of juices and juice drinks, the Minute Maid brand is widely available in supermarkets, mass merchandisers, convenience retail, and foodservice. Minute Maid is headquartered in Sugar Land, Texas. Coca-Cola's Global Juice Center is based in Atlanta, Georgia, the international headquarters of The Coca-Cola Company. Contact: Petro Kacur, (404) 676-2683, pressinquiries@na.ko.com Media Relations Department P.O. Box 1734, Atlanta, Georgia 30301 Telephone (404) 676-2121 |