Case Study: Minute Maid enters the ready-to-drink alcohol category with eatbigfish

Minute Maid launches 10 ready-to-drink varieties with eatbigfish

Minute Maid, a major Coca-Cola division and iconic juice brand, faced the challenge of entering the ready-to-drink alcohol category. They needed to establish a distinct and credible challenger identity that would differentiate them from both small competitors and their own non-alcoholic master brand, avoiding a simple "me-too" approach. They engaged the vendor eatbigfish for brand positioning and narrative services.

eatbigfish conducted consumer research to reframe the team's perspective, identifying a need for simplicity and a "no nonsense" approach in the category. This strategy informed a new visual identity and the launch campaign "No Fuss, No Muss. No Duh.". The campaign helped successfully launch 10 product varieties and achieved an 83 NPS score for the eatbigfish process, establishing a new standard in the category.

Minute Maid