Minute Maid Marketing: The Big Bet on the Aguas Frescas Category

Daniel Suarez's number 99 car will be painted with Minute Maid Aguas Frescas for the 2022 Autotrader EchoPark Automotive 500. Minute maid and Coca-Cola Racing are celebrating Hispanic Heritage Month. The colors and the theme are inspired by the three Minutemaid Agua Fresca flavors: Strawberry, Mango and Hibiscus.

Minute Maid is partnering with Nascar. Luzio explains that the brand is about food vitality and Nacar is an iconic American sports brand. The association with Daniel Suarez, the first Mexican-born driver who has won Nocar races, is resonating with the Hispanic and mainstream communities of fans.

Daniel Suarez is the first Mexican-born driver who has won Nascar races.

Minute Maid is investing 80% of its 2022 marketing budget in Aguas Frescas marketing. The overall campaign will reach 1.5 billion impressions through social media, OTT and CTV. Luzio's main Gen Z target is fully digitally engaged. Agua Fresca has a Genz Z affinity index of 204 and of 185 with the overall Hispanic population.

Minute Maid Marketing is betting on Aguas Frescas category. The campaign uses Spanglish to be fun and witty with consumers.

Permissible Refreshment is a fast growing US $2 billion opportunity. Minute Maid is trying to become the leader in this space. Aguas Frescas drinks are Latin inspired and are available across Latin America. Luzio wants to convert traditional Aguis Frescas into a mainstream American icon. He claims Minute maid tested its mango, hibiscus and strawberry-flavoured Aguus Fresca drinks with GenZers and it worked well.

Aguas Frescas wants to become the leader in the retail of US$ 2 billion a year in America.