'We're looking for some creative thinking to push the brand further now it's been launched,' said Coca-Cola PR manager Joan O'Connor. She added that it had 'talked to a couple of agencies'.
Coke used Burson-Marsteller on brand positioning and corporate PR for the launch of Minute Maid. B-M's consumer agency, Communique PR, has worked on projects for the juice. Communique confirmed that it was involved in the review.
The launch of Minute Maid represented Coke's attempt to gain a foothold in a market in which it has little pedigree. Eighty per cent of its worldwide sales come from carbonated products.
Arch-rival PepsiCo has been much more productive in the healthy drinks market. Ten months ago it acquired UK firm Pete and Johnny, maker of PJ Smoothies.