Minute Maid juices up budget

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Minute Maid Co., Houston, said it plans to triple its ad budget next year to promote the introduction of "the first 100% pure ready-to-drink orange juice that delivers the taste sensation of eating a fresh, ripe orange." Jay Gould, senior VP-chief marketing officer, said "We've captured the soul of the orange -- the fragrant aroma and bursting flavor previously lost in the processing of the oranges." The company said the ads will reach 98% of all U.S. households an average of nearly 50 times during the year. Leo Burnett USA, Chicago, is agency for Minute Maid, a unit of Coca-Cola Co. In 1995, the last year for which figures are available, Minute Maid juices spent $14.2 million in measured media.

Copyright November 1996, Crain Communications Inc.

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