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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.

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