Consider how Coca-Cola Company marketers innovatively used two brand names simultaneously for the successful launch of the Minute Maid Orange Pulp juice drink in China in 2004. This new product garnered such commercial success that it drove strong performance for the Coca-Cola Company in China (Coca-Cola Company Annual Reports, 2007). Minute Maid Orange Pulp also grew into the Coca-Cola Company's 14th brand to achieve annual retail sales of more than U.S. $1 billion (Coca-Cola Company Annual Reports, 2010). This brand was the Coca-Cola Company's first billion-dollar brand launched from an emerging nation: China (Coca-Cola Company Annual Reports, 2010).
The organization of this article is as follows. First, we identify the key lessons that were learned from the successful Minute Maid launch. Subsequently, we provide insights, offer recommendations, and report research results. We then conclude by highlighting the study's limitations and recommending future research directions.