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Our Bureau

Bangalore, March 12

Coca-Cola has launched its juice drink brand, Minute Maid. The brand ambassador is video jockey Nikhil Chinnappa. Minute Maid will be available in the `pulpy orange' flavour in two sizes — 400 ml and 1-litre bottles, priced at Rs 25 and Rs 60 respectively. Over the next two months, it will be retailed across 25,000 outlets in Karnataka, Andhra Pradesh and Tamil Nadu. The company has chalked out a marketing plan involving road shows, contests and sampling sessions in markets, offices, malls and colleges. A television commercial with the tagline `Refreshingly Orange, Surprisingly Pulpy' will be aired in all leading channels in the South. The brand campaign has been created and executed by Leo Burnett.

According to Mr Milan Sathe, Vice-President, Operations, Coca-Cola India: "The roll-out of the naturally refreshing, orange beverage with real pulp has been designed to extend the company's market leadership in the juice drink segment. Since consumers in South India have a taste palate more inclined towards fruit-based flavours, we are sure that this product will be a huge success in this market."

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