Doner Sets Juice Ads

Doner is readying a campaign behind Minute Maid’s move to add Vitamin D to all of its beverages.

The Southfield, Mich., agency is handling the Coca-Cola brand on a project basis this year. Doner also handles Coke’s Simply Orange brand. It has not been determined if Minute Maid will move to Foote, Cone & Belding next year or stay at Doner, said Charles Torrey, director of marketing for the refrigerated business team at Coke.

FCB was set to pick up several Coke brands, but lawsuits by PepsiCo held up the transition, and Coke made adjustments for this year.

“We’ve been very pleased with the work Doner has done on some of the other brands they’ve handled in the past, including Minute Maid,” Torrey said. “We’re looking at the Vitamin D work as the first foray into 2002. But what we’re really going to be doing with Doner is more of the greater brand work.”

Doner has handled regional and Hispanic-focused projects for Minute Maid in the past, Torrey added.

Houston-based Minute Maid spent about $40 million on advertising in 2001, per CMR. Torrey declined to discuss the budget for this project.

Doner’s campaign behind Vitamin D-plus-calcium fortified juices will be supported by a fully integrated marketing campaign beginning in June. It will include print, in-store promotions, inserts and media outreach to the medical community, Torrey said. TV is also under consideration, he said.

Part of the job is to educate the public about Vitamin D, which aids in calcium absorption. The vitamin will be added to a wide array of Minute Maid products beginning April 1.