Minute Maid Pulpy: The Real Juice Challenge

Guillaume Pagnoux

This case study describes how Minute Maid Pulpy, the orange juice brand, responded to aggressive competitor marketing in Malaysia.

Minute Maid Pulpy: The Real Juice Challenge

Guillaume Pagnoux

Campaign details

Brand owner: The Coca-Cola CompanyAgency: Ogilvy ActionBrand: Minute Maid PulpyCountry: MalaysiaChannels used: Other and ambient media, Point-of-purchase, in-store media, TelevisionMedia 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands