Minute Maid, the juice brand under the Coca-Cola portfolio, has undergone a refreshing new look as part of its first-ever rebrand. The brand has launched a global campaign, titled "Filled With Life," to promote the rebranding efforts. With a warm color palette and soft typeface, Minute Maid aims to unify the look of its diverse portfolio that spans over 100 countries. The refresh and the corresponding campaign were designed to evoke feelings of enjoyment and remind consumers to be present in the moment.
The "Filled With Life" campaign will roll out throughout the year and showcase the brand's new look while encouraging consumers to combat life's "autopilot moments." With activations spanning OOH, TV, and digital channels, the brand aims to communicate its messaging, including on-pack QR codes redirecting consumers to promotions and other experiences.
Minute Maid's "Filled With Life" platform will promote the importance of taking a pause to be present in life. This messaging could resonate with consumers as they struggle with the anxiety caused by economic issues and other concerns. The global campaign will showcase the brand's new look while encouraging consumers to be alive and in the moment.
Minute Maid's new visual identity was developed with agencies Jones Knowles Ritchie, VMLY&R, Grey, and Landor & Fitch. The refresh includes a new flexible global design system that 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.
With its new, unified look, the appearance of Minute Maid products across the more than 100 countries it spans will be the same, aside from the different names that the products bear across the world, which will remain the same. The brand refresh aims to create a consistent product experience for consumers worldwide and bring to life the experience that people get from drinking Minute Maid.
Minute Maid's brand refresh follows a strong start to the year for Coca-Cola, with Q1 organic revenue growing 12% YoY, largely driven by higher prices. 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.