The document discusses case studies for Minute Maid product launches in India and the Maldives. It describes Minute Maid as a leading fruit juice and drink brand produced by Coca-Cola. In India, Minute Maid launched Pulpy Mosambi juice, containing mosambi fruit juice and pulp. Visuals, outdoor advertisements, and retail materials were created to promote Pulpy Mosambi and leverage the Pulpy franchise. Minute Maid also launched in the Maldives, where visuals, posters, bunting, danglers, and a Ramadan creative were produced to introduce the brand according to local guidelines and break the Ramadan fast.

1. MINUTE MAID - PULPY MOSAMBI
CASE STUDY

2. The Brand
MINUTE
MAID
Produced by the Coca-Cola Company, Minute Maid is the world's leading marketer of
premium fruit juices and drinks - there are now more than 100 different flavors and varieties of
Minute Maid.
Its fruit juices and drinks strike the perfect balance between the good nutrition and great
flavors.

3. The Product
MINUTE
MAID
The choicest of Indian Mosambi fruits have been locally sourced from Maharashtra to bring,
Minute Maid Pulpy Mosambi.
The beverage contains Mosambi juice and additional pulp which provides a refreshing taste to
quench thirst and delight the taste buds, while the pulp can be gulped to relish a fruit-eating
experience.

4. The Brief
MINUTE
MAID
Minute Maid Pulpy Orange was launched in India 10 years ago with a unique consume
proposition of having orange pulp in the juice, thereby giving the consumer a wholesome
approach of consuming the fruit. It is after 10 years that they decided to launch an extension of
the Pulpy range in the form of Minute Maid Pulpy Mosambi.
The brief involved the following –
1. To develop a key visual for the launch of Minute Maid Pulpy Mosambi. The objective was to
enlighten the consumer of the new product which stands differentiated because of pulp.
2. To leverage the pulpy franchise and create a key visual for both Pulpy Orange and Pulpy
Mosambi (dual creative).
3. To translate the above into Outdoor Advertising.
4. To create visuals for retail kiosks, store signages and POSM elements for Minute Maid’s
range of juices in India.

5. KEY VISUAL
Mosambi

6. OUTDOOR
Mosambi

7. OUTDOOR
Mosambi

8. Train Wrap
Mosambi

9. KEY VISUAL
Dual

10. OUTDOOR
Dual

11. Minute Maid
Store Signage

12. Minute Maid
Store Signage

13. Minute Maid
Retail Kiosk - Front

14. Minute Maid
Retail Kiosk - Side

15. Minute Maid
Retail Kiosk - Back

16. Minute Maid
Poster

17. Minute Maid
Poster

18. Minute Maid
Pillar Branding

19. Minute Maid
Table Graphic

20. MINUTE MAID – MALDIVES
CASE STUDY

21. The Brief
MINUTE
MAID
Minute Maid was planning to launch itself into the Maldivian market for which they needed an
impactful key visuals and introductory POSM elements that connect to the consumer as well
as meet the brand guidelines.
Also, a visual for Ramadan was to be created, with a message to break the fast with Minute
Maid.

22. Minute Maid
Key Visual & Poster

23. Minute Maid
Key Visual & Poster

24. Minute Maid
Bunting

25. Minute Maid
Dangler

26. Minute Maid
Ramadan Key Visual

27. Samier Amritwar
Brand : Encyclomedia
Salt Glocal FZE | Middle East + Africa + Asia
Cell + Whatsapp : +971552153136 (UAE)
Skype/Twitter : samieramritwar
samier@saltglocalfze.com
www.saltglocalfze.com
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