Coca-Cola to launch global re-brand of juice products

Coca-Cola, the world's largest soft drink company, is to create a new, uniform branding for the packaging of its global juice brands.  The company said the move is part of its strategy to build on its market leading position in the juice category across the world.  The new visual identity is designed to boost brand preference, improve the productsÔÇÖ appearance on the shelf, drive cost efficiencies and create consistency across Coca-ColaÔÇÖs juice brands and products.  Atlanta, Georgia-based Coca-ColaÔÇÖs juice brands include Minute Maid, Del Valle, Andina and Cappy. It has more than 100 juice and juice drink brands available in 145 countries across the world. Sales of juice and other non-carbonated drinks such as enhanced waters, teas and smoothies account for around 50 percent of the companyÔÇÖs sales.  Coca-Cola said the new design builds on elements of the Minute Maid brand, including the black rectangle and white lettering of the label, with the addition of a green horizon mark and fruit and nature imagery. All the different brands will keep their individual names, however.  The company wants to use the success of the Minute Maid brand as a springboard to boost the growth of all its juice products.  ÔÇ£The scale and magnitude of this worldwide rebranding effort is significant for our juice business,ÔÇØ said Guy Wollaert, general manager of the Global Juice Center at Coca-Cola.  ÔÇ£Our new, uniform packaging design system unites key brands in our juice portfolio, including Minute Maid, Del Valle, Andina and Cappy, under a single, iconic brand identity.ÔÇØ  David Butler, vice president of Design at Coca-Cola, added: ÔÇ£This scalable, common identity was created to address a business challenge, not to simply update a package. This is truly designing on purpose.ÔÇØ  The new packaging, which took several years to develop, will be rolled out from this month in the US with the Minute Maid brand, followed by Del Valle, Andina and Cappy in their local markets from 2010. In Latin America and other markets where the local brands are firmly established, the re-brand will be rolled out in two stages to familiarise consumers with the new look.  Some brands, however, such as Simply in the US, will not be included and will retain the existing design of their packaging.  The announcement comes months after rival PepsiCo was forced to abandon a re-brand of its Tropicana juices after consumers complained it was too minimalist. Coca-Cola said that the re-brand is only the start of a run of new initiatives designed to benefit local businesses and consumers globally, including product innovations, sustainability efforts, strategic partnerships and the launch of its juice products in additional markets. *┬á┬á┬á┬á┬á┬á┬á *┬á┬á┬á┬á┬á┬á┬á *