PULPYLICIOUS! – COCA-COLA LAUNCHES Minute Maid® Pulpy™ IN SINGAPORE
Largest sampling promotion campaign ever undertaken in Singapore by Coca-Cola The world’s No 1 fruit & vegetable juice brand*, Minute Maid, brings you new Minute Maid Pulpy.

SINGAPORE, 15 June 2010: Coca-Cola is launching its Minute Maid Pulpy fruit drink in Singapore with the biggest promotional sampling campaign ever undertaken by the Company in the country. Over the course of the launch year, Coca-Cola will continuously engage consumers through its innovative and engaging promotional activities including a combination of in-store & outdoor sampling.

Minute Maid Pulpy is a naturally-refreshing fruit drink with real fruit juice and real orange pulp which offers a deliciously fun and unique sensory experience in the mouth. Minute Maid Pulpy is a significant global innovation from The Coca-Cola Company and is already the number one selling juice in China, Hong Kong and Taiwan with the Company aiming to make it the top selling juice brand also in Singapore.

Minute Maid Pulpy proposes to engage Singaporeans in a brand new manner, with an innovative and iconic sampling exercise, creating buzz and interest. Beginning on 19 and 20 June, an innovative outdoor sampling activity will take place at various locations across Singapore taking in Orchard Road, the CBD area and heartlands where consumers will be treated to an interactive outdoor panel at selected bus stops where they can collect a token which they can use to exchange for a free bottle of Minute Maid Pulpy from nearby sampling teams.

Coca-Cola estimates that over 70% of the public in Singapore will have the opportunity to see the Minute Maid Pulpy television advertisement, and the company will continue to engage consumers with the Minute Maid Pulpy message via bus stop panels around Singapore, as well as communication materials in-store. The sampling event will also be covered by radio DJ’s who will be engaging consumers and interviewing them about their Minute Maid Pulpy experience.

Commenting on the launch, Coca-Cola Singapore Marketing Manager Jasmin Vinculado said, “We are very excited about bringing Minute Maid Pulpy to the Singapore market and we believe that the size and scope of this campaign, together with its originality, will enable us to strongly connect and engage with potential Minute Maid Pulpy consumers here.

“We are committed to bringing Singaporeans more choices in their beverage portfolio and the success of Minute Maid Pulpy elsewhere in the world gives us confidence that Singaporeans will embrace it as their favourite all-day juice brand.“

Minute Maid Pulpy is available in 350ml PET bottles (for immediate, on-the-go consumption) at recommended selling price of SGD 1.20 and 1litre PET bottles (for take home or sharing) at recommended selling price of SGD 2.40. Minute Maid Pulpy comes in two flavours – Orange and Tropical (mixed fruit).

*Source: Euromonitor International 2009. Fruit & vegetable juice (100% juice, nectars, juice drinks, fruit-flavored drinks) in off-trade sales