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Coca-Cola Recasts Juice Branding


The Coca-Cola Co.’s juice beverages, including Minute Maid, are getting a brand makeover.

The Atlanta-based beverage giant has more than 100 juice and juice drink brands available in 145 countries and wants a uniform packaging design across multiple brands. Coca-Cola (NYSE: KO) said the new look was created to enhance brand preference, improve shelf stand out, drive cost efficiencies and create consistency.

Minute Maid is the first to get redesigned packaging. 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, fruit photography and natural imagery.

Consumers of other juice brands in Coca-Cola’s family of juice beverages, such as Del Valle, Andina and Cappy, will see new designs in 2010.

Coca-Cola has made a push to expand in the juice category, growing 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 said it is the largest buyer of fruit for juice consumption; buying one in six of all oranges processed for juice.

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Monday, January 22, 4:16 am

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