New Minute Maid campaign celebrates the good in every family
Coca-Cola brand includes video, social media components
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.