Minute Maid, the world’s largest juice brand that has been a beloved staple in family kitchens around the world for more than 75 years, is launching its first-ever global rebrand anchored by a refreshed visual identity and global campaign.
Minute Maid debuted in 1946 as a year-round seasonal orange juice and now offers a diverse portfolio under different brand names – from Cappy in Europe and Africa to del Valle in Latin America – in more than 100 countries. While the names and the products will remain intact, the full Minute Maid portfolio will sport a newly harmonized look for consistency.
"The brand is enjoyed by many worldwide, but the brand experience can vary depending on where you encounter it," said Rapha Abreu, Global Vice President of Design, The Coca‑Cola Company. "We felt the Minute Maid family was due for an elevation to the icon it truly is. With this move, we are thinking about our brand holistically – developing a flexible global design system centered on what makes Minute Maid unique – and defining and evolving our distinctive assets so that they can be adopted locally to connect with consumers around the world."
The new visual identity is anchored by a warm, lively color palette inspired by the bright tones of fresh, ripe fruit. A softer, more natural typeface breathes new energy into the familiar Minute Maid expression, and invigorating photography paired with dynamic, asymmetric visuals cue feelings of vitality today’s consumers are seeking.
“Filled with Life™”, the brand’s first global marketing campaign, will feature the new look alongside messaging that invites consumers to slow down and refresh themselves with options for great taste, texture and nourishment. An end-to-end experience that varies by market but may include TV and digital out-of-home advertising, online video, social media content and on-ground experiences will seek to intercept life’s “autopilot moments” with a reminder to pause and be present. On-pack QR codes will direct consumers to challenges, promotions and other engaging content.
The identity and campaign were made in collaboration with JonesKnowlesRitchie, Grey, VMLY&R and Landor&Fitch.
“We know from consumer research that drinking juice is about more than just the taste; it’s about hydration, nourishment, indulgence and more,” said Katalin Czigler, Global Brand Strategy Director, Minute Maid. “The experience people get from drinking Minute Maid makes them feel good. Minute Maid wanted to bring that to life visually and in our communications worldwide. This perfectly reflects our brand mission to help anyone, anywhere and at any time, feel alive, which is needed now more than ever. ”
For an example of the “Filled with Life” platform, check out Minute Maid’s latest out-of-home campaign that is inspired by the sun.