Minute Maid heats up lemonade

Published on .

Minute Maid Co., Houston, is giving its lemonade a face-lift for its 50th birthday, with new packaging and a new theme line, "Lemonade that's lemon made!" The division of Coca-Cola Co. will tout the brand's use of real lemons in a newspaper ad May 7 in USA Today. The effort, which includes two national coupon free-standing inserts later this month and a 10-city sampling program, marks a major re-emphasis on the lemonade line, said Brand Manager Garry Sawka. Davidson Marketing, Chicago, created the print ad. No TV is planned.

Copyright May 1999, Crain Communications Inc.

Most Popular
In this article: