The Coca-Cola Co., Atlanta, announced that Olympic athlete and swimmer Missy Franklin will join its Minute Maid brand’s Doin’ Good campaign, which debuted in April 2015.
At the London 2012 Olympics, Franklin won four gold medals and broke world records in the pool. Now, as she anticipates another run in Rio, she also celebrates great parenting with Minute Maid all year long, the company says.
Minute Maid’s Doin’ Good campaign reminds parents of all the things — big and small — they do to make a positive difference in their children’s lives every day, the company says. It is designed to battle the self-doubt many parents feel as they strive to balance careers, family, hectic schedules and mounting pressure from social media, it adds.
Franklin’s role in the campaign kicks off with an all-new digital film in which she orchestrated the ultimate ‘thank you’ surprise to her mom and dad, the company says. At a seemingly routine press conference, Franklin turns the topic away from her training and begins to read a handwritten letter directed at her parents. Heartfelt and emotional, Franklin affirms the amazing job her parents have done — even better than they know — as she navigates the rigorous training and competition that comes with being an Olympic athlete, it adds.
“I wouldn’t be where I am today without the love and support from my parents,” Franklin said in a statement. “They continue to make sacrifices to help me achieve my dream. It is a tremendous gift that I can only hope to repay one day. Minute Maid’s #doingood campaign is a remarkable opportunity for me to not only thank my own parents but recognize and honor all parents who truly have the most difficult job there is — raising great children.”
Minute Maid is encouraging the rest of the country to join Franklin in celebrating great parenting with the Breakfast with Missy promotion, in which fans can enter by sharing a positive message with a parent they know who might struggle with self-doubt, the company says. Until May 31, consumers can post a photo or video that captures how a parent in their life is #doingood on MinuteMaid.com/doingood, or on Twitter or Instagram using the hashtag #doingoodcontest. Franklin will select five winners to join her for a private breakfast event following the Rio 2016 Olympic Games, it adds.
“Whenever the Olympic Games roll around, athletes receive all the glory and countless accolades — and rightfully so,” said Shannon Richmond, brand director for Minute Maid. “We’re excited to work with Missy to share some of that special attention with parents, the tireless heroes who rarely get the kudos they deserve. With her own inspiring relationship with her mother and father, Missy truly embodies the Minute Maid brand vision that when you put good in, you get good out.”
The campaign will feature Franklin in a fully integrated media plan that spans TV, digital, social, retail activation and PR.