Over the years, the master brand identities for the Company’s juice brands (Minute Maid, Del Valle, Cappy) had become fragmented with many variants present in our global system. To meet our growth goals, we also needed a flexible identity framework to quickly and easily integrate new brand acquisitions into the juice portfolio. This presented us with an opportunity to review existing communication for our juice brands to reestablish the core attributes of natural, genuine, friendly, and trusted more clearly while creating consistency across the system.

Insights revealed that consumers shop the juice aisle and produce section in the same way. As a result, the new packaging features the 'Smile' fruit. The iconic ‘Smile’ fruit, an artfully arranged wedge atop two whole fruits, creates visual wit. The repeating fruit across packages brings the fresh produce aisle to the shelf, communicating an abundance of delicious fruit. The leaf canopy symbolically represents the product’s connection to the grove as well as providing a distinct look. A modular system for the fruit mnemonic and information architecture allows for scalability across a myriad of pack forms, flavours, and global markets.

The global juice packaging identity was launched in the US in November 2009 and is currently rolling out in Eastern Europe, Africa, Asia and Japan. It is too early to measure the direct impact of the packaging change, but initial results show that The Coca-Cola Company juice business has now surpassed the competition with the highest share of the market in the US. The reaction to the new packaging from the creative community, online consumer commentary, and the trade press has been overwhelmingly positive.