Minute Maid: Transforming India's fruit economy

Fresh fruit beverage brand Minute Maid launched a social initiative to improve the farmer economy in India while growing sales.

Campaign details

Brand: Minute MaidBrand owner: Coca-ColaLead agency: Leo BurnettContributing agencies: Lodestar, QuotientMarket: IndiaIndustries: Fruit & vegetable juicesMedia channels: Events & experiential, Packaging & design, Public relations, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

Even after decades of fast economic growth and rapid urbanisation, agriculture remains the primary source of livelihood for about 58% of India’s population.

With 82% of farmers in India being small and marginal, the vicious cycle of small-scale farming strips Indian farmers of potential gains due to...

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