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Coke's Minute Maid Pulpy Super Milky a launch success in China

Updated: 20 Jan 2010
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Minute Maid Pulpy Super Milky
Minute Maid Pulpy Super Milky, Coca-Cola's new product, has received an enthusiastic welcome following its official launch last October, establishing the company's first venture into China's dairy drink market as a great success.
Minute Maid Pulpy Super Milky fuses fruit juice, milk powder with whey protein and coconut bits to create a creamy and refreshing fruit-flavored dairy drink, a combination that is unique to this product line.
Commenting on the launch, Douglas A. Jackson, president of Coca-Cola Greater China, said: "This new product is a milestone for the Minute Maid brand in China. We believe that Minute Maid Pulpy Super Milky will allow us to continue to grow Minute Maid's strong position in the market. Furthermore, this product underscores our commitment to China and developing new products for the local market and the world from our Chinese R&D center."
Consumer uptake on this unique drink is said to have exceeded the company's initial expectations since its launch three months ago. In particular, the company is said to have been particularly heartened by three distinct sales indicators.
First, Minute Maid Pulpy Super Milky achieved an outstanding sales performance, despite fierce competition in the dairy drink sector, with demand outstripping supply in many supermarkets.
Secondly, the market share of entire dairy drink category increased as a direct result of the new launch, a fact clearly demonstrated in an incomplete statistics released by the company. According to several resellers, the sales in the sector tripled or even quadrupled following the two weeks of intensive sales promotion.
Finally, the drink's innovative flavors and its extraordinary performance in China have generated huge interest in overseas markets. The company is now planning to launch the drink in a number of these international markets.
Lu Xiuqiong, marketing director of still beverages Coca-Cola Greater China, attributes Minute Maid's success to the company's strategic policy of establishing an all-round beverage company.
Since 1997, whilst retaining a focus on the sparkling beverage sector, Coca-Cola has also increased its investment in the still beverages market. Minute Maid Pulpy Super Milk, as an undoubted success story, has clearly demonstrated the effectiveness of this strategy.
Building on the existing success of the Minute Maid brand, the introduction of this new drink aims to reinforce the brand's diversified portfolio through targeting China's rapidly growing dairy drink category. According to a leading beverage research firm, Canadean, more than 6.2 billion liters of dairy drinks were sold in China in 2008, second only the volume of tea drinks in the domestic market.
The new product's success can also be attributed to Coca-Cola's well-developed and effective marketing capability, Lu said.
Relying on the strong multi-channel marketing capacity of the company, Minute Maid Pulpy Super Milk went on sale in more than 300 cities throughout China in just three months. Sales teams distributed more than 1.1 million samples to consumers for tasting and experiencing the drink through a variety of promotional activities. This quickly established a clear and in-depth perception of the new product and its brand profile.
Coca-Cola consistently focuses on establishing "emotional" relationships with consumers. Since November, the company has been conducting a major survey, entitled "Delight Quotient". The survey focuses on the necessary elements required to create the perfect "fusion lifestyle". The survey used, and as promotional platforms and featured playful and interactive activities, attracting millions of Minute Maid fans to participate.
The survey focuses on ways to unite all the diverse aspects of life in order to enjoy a better standard of living overall. The company sees this as not only a way to boost consumers' life experience but also as the perfect embodiment of the brand values of Minute Maid Pulpy Super Milk.
Coca-Cola invited a renowned psychologist, Lei Ming, to be a consultant for the survey. A number of well-known online virtual celebrities also participated in the process and shared their results from the "Delight Quotient" test.
SOURCE: China Daily


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