Minute Maid, Coca-Cola’s fruit beverage brand, has unveiled its latest campaign, “Shake it Up with Minute Maid Pulpy Orange” curated to resonate with Gen Z and young adults seeking a shift in vibe during everyday dull moments. The campaign reinforces the brand’s commitment to delivering relevance in everyday consumer’s life, while providing real orange juice with real pulp, making every sip more enjoyable & fun.
The campaign features a brand film that brings this idea to life with popular actors, Shraddha Kapoor and Nani. The film transports the actors on a jungle safari adventure where they encounter animals with no activity, leading to lull moments. Adding a humorous twist to the wild, the actors elevate the dullness by shaking the bottle of Minute Maid, transforming the scene into a fun sight.
Ajay Konale, Director – Marketing, Nutrition Category, Coca-Cola India and Southwest Asia, said, “Minute Maid is at the forefront of evolving consumer preferences, delivering the goodness of real fruit juice with the differentiation of added real pulp. With our latest ‘Shake It Up,’ campaign, we are encouraging youngsters to embrace everyday boring moments in today’s fast moving digital era with a sip of Minute Maid pulpy orange juice.
Talking about her association with the brand, Shraddha Kapoor said, “I love how Minute Maid Pulpy Orange shifts the vibe from dull to fun. The campaign is all about finding fun in the unexpected, and I had a blast bringing that to life on screen.”
Actor Nani shared, “Being part of this campaign was a refreshing experience. The idea of shaking things up resonates brilliantly with the youth, and I believe Minute Maid Pulpy Orange is the perfect beverage companion for sipping on something special.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, commented, “The idea for the ‘Shake It Up’ campaign came from a key product ritual. Minute Maid Pulpy Orange is a drink that requires shaking before consumption because of its pulp. That was it. What if the world was shaken up to something that breaks the everyday monotony every single time the bottle is shaken? That’s where the creative idea came from.”
With “Shake It Up with Minute Maid Pulpy Orange”, Coca-Cola India is reaching consumers across multiple platforms through a 360-degree campaign. With an engaging YouTube film, interactive social media activations, and the “Plot Twists with Minute Maid Pulpy Orange” influencer-driven content series, the brand remains a part of consumers’ daily experiences across all touchpoints, TV, digital and social media.
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About Coca-Cola India
Coca-Cola in India is one of the country’s leading beverage companies, offering a range of high-quality and refreshing beverage options to consumers. The company, in line with its vision of ‘Beverages For Life’ offers a wide portfolio of products which includes hydration, sports, sparkling, coffee, tea, nutrition, juice and dairy based products. In India its beverage range includes Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Charged by Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices and Honest Tea. The Company also offers hydration beverages including Limca GlucoCharge, Smartwater, Kinley, Dasani and Bonaqua packaged drinking water and Kinley Club Soda. Premium products constitute Schweppes and Smartwater. In addition, it offers a Costa Coffee range of tea and coffee. The Company is constantly transforming its portfolio, from reducing sugar in its drinks to bringing innovative new products to market.
The Company along with its owned bottling operations and franchise bottling partners has a strong network of close to 4 million retail outlets through which it refreshes millions of consumers across the country. It seeks to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable agriculture initiatives and carbon emission reductions across its value chain.
Globally together with its bottling partners, The Coca-Cola Company employs more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at www.cocacolacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.
