Minute Maid is shaking up the juice drinks category—literally and figuratively—with the launch of Aguas Frescas.
The Latin American-inspired, noncarbonated beverage is made with real fruit juices and natural flavors, delivering a bold, “refreshing AF” sensorial experience tailored to Gen Z tastes. Minute Maid Aguas Frescas is available nationwide in 16-oz. cans in three fruity flavors: Hibiscus, Mango and Strawberry. Two additional flavors, Limonada and Strawberry Limon, are available on Coca-Cola Freestyle fountain dispensers.
Recognizing that the product’s disruptive proposition demands an equally disruptive marketing plan, all Minute Maid Aguas Frescas messaging features the playful double-entendre, “Refreshing AF”, to appeal to Gen Z consumers.
“Minute Maid AF is step one in refreshing this iconic brand and our messaging to bring it into the 22nd Century,” said Alex Ames, creative director, Nutrition. “It’s not every day you’re lucky enough to find a tagline—or two letters—that can serve as a shortcut to cultural and product relevancy. I’m super proud of our team for being truly disruptive and bringing one of Minute Maid’s most provocative marketing concepts ever out of presentations and into market. It only works because of how truly refreshing this product is.”
Minute Maid Aguas Frescas, which was named a Nielsen Superstar product concept, leverages Minute Maid’s position as the No. 1 fruit drinks/ades trademark with a breakthrough entry into the fastest-growing segment in ready-to-drink juice. A multi-generational Latin tradition, Aguas frescas are delicious, fruit-based waters with a strong multicultural following.
The product will fill a void for Gen Z, which until now hasn’t found a juice brand to quench their collective thirst for diverse, adventurous options. Minute Maid Aguas Frescas is a multi-year, multi-channel platform.
The launch will be supported by a robust sampling campaign to get more than 1 million cans in consumers’ hands, as well as PR, digital and social activations including online video, always-on social media content and virtual product placement in two Gen Z-favorite Amazon Prime shows: “Summer I Turned Pretty” and “The One That Got Away”—a first for The Coca-Cola Company. On Cinco de Mayo (May 5), Minute Maid Aguas Frescas debuted on the iconic Coca-Cola digital sign in New York City’s Times Square. In September, NASCAR Driver Daniel Suarez’s car will be wrapped with Minute Maid AF graphics at the Texas Motor Speedway race in Dallas.
“The juice drinks category is growing aggressively overall, but losing traction with younger consumers,” said Jorge Luzio, group director, Minute Maid. “We need to reinvigorate our connection with this next generation, who are seeking authentic, unique and unexpected experiences. With Minute Maid Aguas Frescas, we’re shaking things up in a big way and sending the message that the brand is here to stay.”