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Minute Maid OJ (trusted, family heritage; but old-fashioned image) was losing share and “relevance” vs. Tropicana (closest to fresh squeezed). |
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Re-positioned Minute Maid to “one-up” Tropicana: Get even closer than fresh-squeezed…be the orange: Invigorates your morning with the taste of eating a fresh ripe orange. Tagline: Bite Into It! * |
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Increased revenue +16%, market share +3 pts., and nearly doubled operating income vs. PY; Won AMA’s Edison Award for “Best New Product” in the Breakfast Category. |
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