Coca-Cola Enterprises (CCE) is embarking on an aggressive sampling campaign of its relaunched Minute Maid fruit juice brand, aimed at further challenging market leader and PepsiCo-owned Tropicana.
Minute Maid won a 6% share of the not-from-concentrate juice sector in grocery multiples as of August 6, six weeks after going into distribution [ACNielsen, grocery volume, 4 w/e August 6, 2005].
CCE now plans to keep up the momentum with a sampling campaign of Minute Maid 100% juice in 200 major multiple stores, followed by sampling of Minute Maid Froot Refresh drink in 70 urban centre sites.