Madhavi Tumkur
Nov 10, 2010

Coca Cola adds Minute Maid Nutriboost to its milk-based drink segment

HO CHI MINH CITY - As a part of its marketing strategy to appeal to a wider audience including children and health conscious adults, Coca Cola has introduced Minute Maid Nutriboost, a milk-based beverage in Vietnam

Milk drink Minute Maid Nutriboost is a partnership with Fonterra
Milk drink Minute Maid Nutriboost is a partnership with Fonterra

The milk-based drink, launched in partnership with Fonterra, is a combination of orange and milk together with nutrients as an added boost.

Peter Schelstraete, marketing director of Asean for Coca Cola, said, "The dairy industry has always seen a strong domestic consumption and received huge support from the government. Also, the Vietnamese consider milk as a nutritious and a vital supplement."

He added that the combination of juice and milk has taken a substantial amount of R&D to ensure that the milk-based drinks remain in cold storage both in transit and at stores and that the packaging withstood the climatic conditions.

Vietnam is also the first market for the brand to launch its product which will then be taken across to other markets in the Southeast Asia region.

Nicole Marold, managing director of Phibious, the creative agency behind the TVC, said, "From a product perspective, it truly is a fantastic one;  from a brand perspective, it's a great one to help build."

She added, "Minute Maid Nutriboost has strong potential to lead in Vietnam as well as the Southeast Asian countries we will roll out in. As an independent creative-led agency we're honored to play a role."

Globally, Coca Cola has launched a number of dairy-based products, such as Super Milky in China, Fanta Lactic in Hong Kong, Macau, Taiwan and the US, Minute Maid Duofrutas in Spain and more recently, Milky Delite, a mango pulp-based milk drink in India.

While other milk drinks traditionally combine coffee, chocolate or selected fruits such as strawberries and banana, Coca Cola is trying to debunk this notion and counteract negative perceptions of milk.

It is also investing heavily in R&D and how to market such products, examining everything from size and packaging to flavouring.

It is believed that the soft drinks company wants to develop and sell a variety of products to people at different life stages.

Credits:

Creative:  Mervyn Cheo, group CEO & group ECD
ECD: Randy McConnell
Managing director: Nicole Marold
Associate account director: Kate Drance, Cara O'Connor
Production House: Phenomena Bangkok
Director: Joey
Producer: Melvin Wong

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