Beverage Industry

Minute Maid launches new line of orange juices, marketing campaign

October 18, 2011

Minute Maid Pure SqueezedAccording to a recent survey conducted by Minute Maid, 60 percent of respondents say they reach for orange juice on a regular basis. It also found that 34 percent of respondents prefer never from concentrate, while 31 percent prefer no pulp, and 19 percent enjoy pulp.

Responding to all of these preferences, Minute Maid launched a new line of never-from-concentrate orange juices. Minute Maid Pure Squeezed is available in four varieties: No Pulp 100% Orange Juice; No Pulp 100% Orange Juice with Calcium and Vitamin D; Some Pulp 100% Orange Juice; and Light Orange Juice Beverage with Calcium and Vitamin D. Minute Maid Pure Squeezed Light Orange Juice Beverage contains 50 calories per 8-ounce serving and offers 50 percent less sugar and calories than Minute Maid Pure Squeezed 100% Orange Juice. In a national taste test, consumers preferred the taste of Minute Maid Pure Squeezed Light Orange Juice Beverage compared to a leading reduced-calorie orange juice beverage, the company says. All of the Minute Maid Pure Squeezed juices are packaged in clear 59-ounce bottles showcasing the liquid inside.

To market the new line of orange juices, the brand developed a TV advertising campaign featuring Emmy-winning actor Ty Burrell of the ABC TV show “Modern Family.” The TV spots feature Burrell, Minute Maid Pure Squeezed No Pulp 100% orange juice and one fresh, ripe and unhappy orange. Burrell engages in a number of witty monologues with the orange. Spots include Burrell “sneaking a sip” of Minute Maid Pure Squeezed without letting the orange know; and another spot features the orange rolling away from Burrell in protest. To view the commercials, visit www.youtube.com/user/minutemaid?blend=7&ob=5.

In addition to TV spots, Minute Maid Pure Squeezed will be supported with an integrated marketing campaign, which includes media, coupons, sampling, in-store activation, social media and public relations.

The Minute Maid Pure Squeezed line is available nationwide in supermarkets and mass merchandisers in the chilled juice aisle.