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Minute Maid Pulpy marks US$1b brand value
April 21, 2011, Thursday
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MINUTE Maid, the Coca-Cola Co's largest juice brand, on Monday celebrated the achievement of Minute Maid Pulpy as a billion-dollar brand and held a carnival-style event in China's central Wuhan City, starring two of its celebrity ambassadors.
Minute Maid Pulpy, a significant global innovation emerging from the Chinese market, reached the US$1 billion sales mark in only five years after its debut in 2005.
"Revenue from sales in China led the way for Minute Maid Pulpy to become a billion-dollar brand," said Craig Christenson, marketing director of Still Beverages, Coca-Cola China. "This is a testament to our promise in the market and we are constantly bolstering our commitment to China."
The success of Minute Maid Pulpy marks the first time that a brand of the Coca-Cola Co, developed and launched in an emerging market, has reached the billion-dollar mark and is now among the premier juice drink brands in 18 markets mainly in Asia, Africa and South America.
The drink will be available in up to 25 markets by the end of 2011, the company said.
"In the past we usually introduce products from other parts of the world, but now we have a good example of the reverse trend," said Andres Kiger, Senior Director Integrated Marketing, Coca-Cola China. "That is very encouraging."
Adding greater production capacity for still beverages is part of the company's commitment to the Chinese market. Six bottling plants were added in the past two years, and a plant in Guangdong Province's Sanshui City with an investment of 600 million yuan (US$91.9 million) is expected to start operating this year.
Meanwhile, a carnival-style event took place in Wuhan, which has one of the most advanced still beverage production plant in the Coca-Cola system in China.
Thousands of consumers joined with Minute Maid Pulpy's long-term celebrity ambassador, Hong Kong singer Eason Chan, and newly appointed ambassador, Taiwan singer Ella Chen. Together they kicked off the "Chengke" campaign, calling on consumers from all over China to share bursts of joy.
The company will hold road shows and offer free drinks in a range of cities in the next several months. A first ever micro-cast reality show will be launched in June.
Minute Maid is a global brand sold in more than 100 markets around the world. China is the second-largest market currently for the brand worldwide, trailing only the US in consumption.
Minute Maid Pulpy, a significant global innovation emerging from the Chinese market, reached the US$1 billion sales mark in only five years after its debut in 2005.
"Revenue from sales in China led the way for Minute Maid Pulpy to become a billion-dollar brand," said Craig Christenson, marketing director of Still Beverages, Coca-Cola China. "This is a testament to our promise in the market and we are constantly bolstering our commitment to China."
The success of Minute Maid Pulpy marks the first time that a brand of the Coca-Cola Co, developed and launched in an emerging market, has reached the billion-dollar mark and is now among the premier juice drink brands in 18 markets mainly in Asia, Africa and South America.
The drink will be available in up to 25 markets by the end of 2011, the company said.
"In the past we usually introduce products from other parts of the world, but now we have a good example of the reverse trend," said Andres Kiger, Senior Director Integrated Marketing, Coca-Cola China. "That is very encouraging."
Adding greater production capacity for still beverages is part of the company's commitment to the Chinese market. Six bottling plants were added in the past two years, and a plant in Guangdong Province's Sanshui City with an investment of 600 million yuan (US$91.9 million) is expected to start operating this year.
Meanwhile, a carnival-style event took place in Wuhan, which has one of the most advanced still beverage production plant in the Coca-Cola system in China.
Thousands of consumers joined with Minute Maid Pulpy's long-term celebrity ambassador, Hong Kong singer Eason Chan, and newly appointed ambassador, Taiwan singer Ella Chen. Together they kicked off the "Chengke" campaign, calling on consumers from all over China to share bursts of joy.
The company will hold road shows and offer free drinks in a range of cities in the next several months. A first ever micro-cast reality show will be launched in June.
Minute Maid is a global brand sold in more than 100 markets around the world. China is the second-largest market currently for the brand worldwide, trailing only the US in consumption.
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