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The Coca-Cola Co. has redesigned the packaging for its portfolio of global juice brands. The revamped line made its debut last month with a new design for Minute Maid and will expand to the Del Valle, Andina and Cappy brands in 2010.
The global strategy aims to create uniform packaging for Coca-Cola juice brands and further strengthen the company’s position in the global juice category. “This scalable, common identity was created to address a business challenge, not to simply update a package. This is truly designing on purpose,” said David Butler, VP of design for Atlanta-based Coca-Cola.
The move comes less than a year after Purchase, N.Y.-based PepsiCo’s Tropicana brand reverted to its original packaging design after shelving changes made to its flagship product, Tropicana Pure Premium orange juice, amid an onslaught of consumer complaints about the attempted makeover.
Coke said that by having a uniform look, it will reduce operating costs and increase the speed and efficiency of packaging. At the same time, it hopes new graphics will increase brand preference among customers.
The new Minute Maid packaging now has a green horizon line above the logo to remind customers of nature. Minute Maid Orange Juice features a green leaf canopy at the top of the package and photos of oranges at the center and bottom of the package. Minute Maid Lemonade and Punches include water ripples and images of floating fruit. When displayed side by side, the juice packaging is supposed to evoke the idea of fruit in the produce aisle.
The company said that this packaging is the first step in a larger business strategy that will include product and sustainability innovations, new partnerships, support for local businesses, and the expansion of juice products to new markets.