Benjamin Li
Apr 19, 2011

Minute Maid kicks off new marketing campaign in China

WUHAN - Minute Maid, the Coca-Cola Company’s largest juice brand, ran a carnival-style marketing event in Wuhan yesterday to mark the launch of its 'Chengke' campaign.

Miunte Maid's brand ambassadors Eason Chan and Ella Chen
Miunte Maid's brand ambassadors Eason Chan and Ella Chen

The campaign calls consumers from all over China to share bursts of joy.  

Minute Maid’s long-term celebrity ambassador Eason Chan and the newly appointed ambassador Ellen Chen, from Taiwanese pop girl band S.H.E., attended the marketing event at Wuhan Stadium.

The campaign includes cross-linked multiple communication platforms and the first ever micro-cast reality show. Coca-Coca China will collaborate with social media partners like RenRen.com and video sharing site Ku6.com, and utilise Weibo to engage with consumers in sharing their moments of joy in life.

“At the event last night, 80 per cent of the people raised their phoned to start taking photos and video. This campaign is part of the marketing evolution to engage with our consumers who use Weibo," said Andres Kiger, senior director integrated marketing at Coca-Cola Greater China.

Minute Maid Pulpy reached the US$1 billion sales mark in only five years when it first launched in China in 2005 and is now among the premier juice drink brands in 18 markets across three continents.  

"Reaching this billion dollar brand milestone would not be possible without our consumers in China," added Kiger. "We are thrilled to celebrate the 'Chengke' lifestyle and bolstering our marketing mix with the addition of celebrity ambassador Ella Chen.”  

Source:
Campaign China

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