Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

(Aug. 16, 2001) MOSCOW -- Coca-Cola Co. is relaunching its Minute Maid fruit juices in Russia almost three years after the brand was taken off shelves as a result of the country's economic crisis.

Launched in 1996 as a premium beverage, Coke is repositioning Minute Maid in the mid-price range in a bid to capture the growing number of Russians thirsting for fruit juices.

Promotional activity will be handled in-house with little advertising spending, relying initially on the high awareness that the brand enjoys, according to Gallup Media data.

Coca-Cola is expecting to garner 5% share of the local juice market, a company spokesman said. The only existing competitor is Italy's Parmalat. -- Sergey Rybak

Copyright August 2001, Crain Communications Inc.

Most Popular
In this article: