Big move for Minute Maid

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After several years of fruitlessly trying to loosen Tropicana's grip on the chilled orange-juice market, Minute Maid is preparing to launch its biggest marketing offensive ever behind frozen-concentrate OJ. Minute Maid, the leading frozen brand, said it will spend more marketing its frozen OJ in 1996 than in the past seven years combined. It spent about $15 million on advertising for chilled and frozen in '95.

The effort is intended to reverse a 30% decline in category frozen sales since 1991--a decline that has been matched by an increase in sales from the chilled section, where Tropicana is king. National per-capita OJ consumption has been flat in recent years.

New ads from Minute Maid, a Coca-Cola Foods brand, feature consumers choosing Minute Maid frozen OJ over Tropicana Pure Premium in blind taste tests. Minute Maid says national testing showed consumers preferred Minute Maid 2 to 1. Manhattan Marketing Ensemble is the agency.

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