Minute Maid Launches Minute Maid Pure Squeezed

National TV Spots Star Emmy®-Winning Actor Ty Burrell

HOUSTON–(BUSINESS WIRE)–The all-new, star-studded cast of the Minute Maid Pure Squeezed line makes its debut and shakes things up in the chilled juice aisle! The line includes three delicious never from concentrate 100% orange juices and a light orange juice beverage.

Available in four, great-tasting varieties, people can choose which tasty option they want to savor:

  • No Pulp 100% Orange Juice
  • No Pulp 100% Orange Juice with Calcium and Vitamin D
  • Some Pulp 100% Orange Juice
  • Light Orange Juice Beverage with Calcium and Vitamin D

People are choosing orange juice often. According to a recent survey conducted by Minute Maid, 60 percent of respondents say they reach for orange juice on a regular basis.1

The survey also found that 34 percent of respondents prefer never from concentrate, while 31 percent prefer no pulp, and 19 percent can’t get enough pulp!1 The new Minute Maid Pure Squeezed line is a great fit for people’s needs. The newest addition to the great-tasting Minute Maid portfolio is sold in a clear 59 fluid ounce bottle, so everyone can see the goodness inside.

The survey also found that 84 percent of respondents said “taste” is the reason they love orange juice.1 “Minute Maid Pure Squeezed is a delicious option for those looking for never from concentrate orange juice products from a brand they know and trust,” said Mike Saint John, President, Minute Maid Business Unit. “The taste of Minute Maid Pure Squeezed comes from perfectly ripe oranges. In fact, research shows that our No Pulp variety tastes as good as a fresh, ripe orange, and we couldn’t agree more.”

Minute Maid Pure Squeezed Light Orange Juice Beverage is sure to shine in the line up! With 50 calories per 8 fluid ounce serving, it offers 50 percent less sugar and calories than Minute Maid Pure Squeezed 100% Orange Juice, while still providing excellent nutrition, with Calcium and Vitamin D. And not only is it good for you, but the great taste has already been in the spotlight. In a national taste test, consumers preferred the taste of Minute Maid Pure Squeezed Light Orange Juice Beverage over a leading, reduced-calorie orange juice beverage.2

One star deserves another and so Emmy-winning actor, Ty Burrell of the hit ABC television series Modern Family is kicking off the Minute Maid Pure Squeezed advertising campaign with a series of TV spots, which begin airing this week on major broadcast networks including ABC and FOX as well as cable networks like TBS and Bravo.

The TV spots feature Burrell, Minute Maid Pure Squeezed No Pulp 100% orange juice and one fresh, ripe (and unhappy) orange. Burrell engages in a number of unique, witty monologues with the orange. Spots include Burrell “sneaking a sip” of Minute Maid Pure Squeezed without letting the orange know; and another spot features the orange rolling away from Burrell in protest.

“When Minute Maid Pure Squeezed asked me to be a part of these ads, I thought acting opposite an orange would be a breeze, but it turned out to be tougher than it looks. The orange was not a very giving scene partner,” said Ty Burrell. “The good news is this juice tastes just like a fresh, ripe orange. I’ve had seven glasses already and it’s not even noon.”

In addition to TV spots, Minute Maid Pure Squeezed will be supported with an integrated marketing campaign which includes media, coupons, sampling, in-store activation, and public relations. Minute Maid Pure Squeezed will also premiere throughout digital media and it will continue in the brand’s tradition of engaging people on Facebook.

The all-star cast of Minute Maid Pure Squeezed is available nationwide in supermarkets and mass merchandisers in the chilled juice aisle.

About Minute Maid

The Minute Maid portfolio of beverages, with more than 100 different flavors and varieties, is produced by The Coca-Cola Company, the world’s leading marketer of premium fruit juices and drinks. For additional information about Minute Maid Pure Squeezed, please visit www.minutemaid.com.

About The Survey

This nationwide omnibus survey was conducted August 8-29, 2011 by Research Now, an e-Rewards company and included a total of 1,504 respondents, 762 Female and 742 Male, ages 20-40. The data from this survey were tested with a 95 percent confidence level.

©2011 The Coca-Cola Company.

“Minute Maid” is a registered trademark of The Coca-Cola Company.

1 Source: The Survey conducted by Minute Maid, August 20112 Source: National Taste Test, July 2011