Georgia, United States – In collaboration with Jones Knowles Ritchie, Grey, VMLY&R, and Landor & Fitch, Minute Maid, one of the world’s largest juice brand, has launched its first-ever global rebrand anchored by a refreshed visual identity and global campaign.
‘Filled with Life™’, the brand’s first global marketing campaign, will feature the new look alongside messaging that invites consumers to ‘slow down and refresh’. The campaign will also feature an end-to-end experience that varies by market, including TV and digital out-of-home advertising, online video, social media content, and on-ground experiences.
There will also be on-pack QR codes, which will direct its consumers to challenges, promotions, and other engaging content.
According to the release, the new visual identity is accompanied by a warm and lively colour palette inspired by the bright tones of fresh and ripe fruit. Moreover, the softer and more natural typeface aims to breathe new energy into the familiar Minute Maid expression paired with dynamic and asymmetric visuals.
“The brand is enjoyed by many worldwide, but the brand experience can vary depending on where you encounter it,” said Rapha Abreu, global vice president of design at The Coca-Cola Company.
Abreu added, “We felt the Minute Maid family was due for an elevation to the icon it truly is. With this move, we are thinking about our brand holistically – developing a flexible global design system centered on what makes Minute Maid unique – and defining and evolving our distinctive assets so that they can be adopted locally to connect with consumers around the world.”
Katalin Czigler, global brand strategy director at Minute Maid also said, “We know from consumer research that drinking juice is about more than just the taste; it’s about hydration, nourishment, indulgence and more.”
She added, “The experience people get from drinking Minute Maid makes them feel good. Minute Maid wanted to bring that to life visually and in our communications worldwide. This perfectly reflects our brand mission to help anyone, anywhere and at any time, feel alive, which is needed now more than ever.”
