Advertising Strategy of Minute Maid in Sri Lanka

Minute Maid's strategy was to use a global platform but have a local appeal to our communication. For Minute Maid Orange, they tied up with one of the youth icons - Malith, who was one of the reality shows winners. We used the platform of ‘feel the real pulp (renu) as the communication and positioning strategy. There was no other product in the market, which had this uniqueness that gives the feel of fresh orange in the mouth, and hence they used this as their unique proposition. The communication helped to convey the intrinsic features of the brand. They did extensive sampling across the country so consumers could experience the product. From the response they got during the first few months it was apparent that the strategy was successful.

October 2009 Business Today Issue