Minute Maid, the globally renowned and beloved brand of fruit juices, nectars, and soft drinks, was the first company worldwide to launch frozen orange juice concentrate. The advantage: it could be sold and served year-round. Originally an innovation to provide soldiers in World War II with essential vitamin C - fresh oranges spoiled too quickly and were seasonal - the company began its triumphant journey in 1946.
Wolfgang Zac photographed the global campaign shown here on gosee.news for the still-successful company, commissioned by the agency Grey NY.
Striking: the new yellow frame in the shape of an M. Rapha Abreu, (Global Vice President of Design at The Coca-Cola Company), explains the redesigned look and the intention behind the distinctive yellow frame shape as follows: "We felt that the Minute Maid brand deserved a visual identity that reflects its global significance. With the new design, we wanted to introduce the joy and vibrancy that the brand represents. The striking yellow frame serves as a consistent visual anchor around the world—framing the real, vibrant moments consumers experience."
Katalin Czigler (Global Brand Strategy Director at Minute Maid) explains: “Consumer research tells us that drinking juice is more than just about taste; it’s about hydration, enjoyment, and real nourishment. The feeling people get when drinking Minute Maid simply makes them feel good. That’s exactly what we wanted to bring to life visually and in all our communications worldwide. It perfectly reflects our brand mission: to help everyone, everywhere, at any time, feel alive – something that’s more important today than ever.”
And the name? A marketing agency in Boston came up with the name “Minute Maid.” It primarily alludes to the fact that the drink could be prepared in a minute by a housekeeper (maid) or in the blink of an eye (minute-made). The classic frozen concentrate for mixing at home was the heart of the brand for decades – today, consumers reach for ready-to-drink Minute Maid juices from the refrigerated section or from a carton in the supermarket.
Traditional preparation methods have been completely discontinued since the beginning of 2026: the parent company – which has been part of The Coca-Cola Company since 1960 – completely ceased production of frozen juice concentrates in North America after approximately 80 years.
Wolfgang Zac is represented by the agency SEVERIN WENDELER.
