Minute Maid Pulpy: The Real Juice Challenge

Guillaume Pagnoux

Campaign details

Brand owner: The Coca-Cola Company
Agency: Ogilvy Action
Brand: Minute Maid Pulpy
Country: Malaysia
Channels used: Other and ambient media, Point-of-purchase, in-store media, Television
Media budget: 1 - 3 million

Executive summary

In June 2012 in Malaysia, market leader Tropicana Twister started a war to eliminate Minute Maid Pulpy. It launched a 'three times juicier' superior fruit juice product at a 40% cheaper price point and hired three local celebrities to promote it.

Unfortunately, the brand had very little ammunition to retaliate. Its size was five times smaller and its budget, brand awareness and distribution 40% lower. Unlike its competitor, Pulpy was not sold in the chilled section of supermarkets and research showed that it had lost the battle on 'taste' to Twister.