Minute Maid, a brand of Atlanta-based The Coca-Cola Co., is using its new marketing campaign to remind parents of all the wonderful things — big and small — that they do to make a positive difference in their children’s lives.
Built on the insight that many parents admit to self-doubt about their parenting, the Doing Good campaign seeks to reinforce that they’re doing a better job than they think. At the heart of the campaign is a film featuring scenes with real parents discussing how they think they’re doing in their parenting, with each expressing genuine feelings of inadequacy. Their views are changed after reading unexpected, heartfelt letters written by their children affirming that they are doing an amazing job. Through the video, Minute Maid hopes to remind parents of all the good they do and to inspire them to share messages of positivity with other parents who may struggle with doubt and negativity.
“At its heart, Minute Maid is a family brand,” said Charles Torrey, vice president of Minute Maid marketing, in a statement. “We know parents today face more challenges than ever. Whether it’s the pressure felt from a stranger’s comment or someone’s picture-perfect post in social media, it’s easy for parents to ask themselves, ‘Am I doing good enough?’ In true Minute Maid form, we want to shine a light on the positive, and remind parents of all the good things they do that make a big difference. We know that when it comes to making juice or raising a family, when you put good in, you get good out.”
In addition to the digital film, Minute Maid’s broader campaign will come to life through a fully integrated media plan across broadcast, digital and social media with the #doingood hashtag. The brand also partnering with bloggers, Facebook, YouTube and a number of video-seeding partners to help share the film.
The new campaign is underscored by a fully redesigned website, www.minutemaid.com. The website serves as a digital hub of content that reflects a mix of product and lifestyle content, including insightful parenting stories collected from news outlets and user-generated content, the company says. Visitors to the new website also will find a more robust, easy-to-use repository of product information and a new home for the brand’s blog, The Good Minute, it addsMinute Maid, a brand of Atlanta-based The Coca-Cola Co., is using its new marketing campaign to remind parents of all the wonderful things — big and small — that they do to make a positive difference in their children’s lives.
Built on the insight that many parents admit to self-doubt about their parenting, the Doing Good campaign seeks to reinforce that they’re doing a better job than they think. At the heart of the campaign is a film featuring scenes with real parents discussing how they think they’re doing in their parenting, with each expressing genuine feelings of inadequacy. Their views are changed after reading unexpected, heartfelt letters written by their children affirming that they are doing an amazing job. Through the video, Minute Maid hopes to remind parents of all the good they do and to inspire them to share messages of positivity with other parents who may struggle with doubt and negativity.
