| According
to Coca-Cola India VP (marketing) Venkatesh Kini, "Coca-Cola
India enjoys market leadership in the juice drink segment through
Maaza and Minute Maid Pulpy Orange. The new integrated communication
for Minute Maid Pulpy Orange will further extend the company's
leadership in this fast growing segment. The latest initiative
targets young adults who are on the lookout for a naturally
refreshing, juice drink. And what better way to do this but
to have Minute Maid Pulpy Orange, with natural orange pulp"
Commenting
on the creative challenge, Leo Burnett executive creative
director Sainath Saraban says, "We created a fabulous
differentiator with 'Where is The Pulp?'. It is simple, fresh
and clutter-breaking. So this time around, too, we have dramatised
the missing pulp idea but in a different manner."
The
Minute Maid brand, sold in over 60 countries worldwide, was
launched last year in India in its Minute Maid Pulpy Orange
avatar.
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