COKE TO RELAUNCH MINUTE MAID JUICE IN RUSSIA

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(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.

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