Minute Maid announces new campaign
Marketing program encourages imperfect family moments
Minute Maid, a brand of Atlanta-based The Coca-Cola Co., announced a new brand campaign that encourages parents to embrace their perfectly imperfect family moments and show how even though it’s not always Instagram-ready, “this is GOOD.”
To launch the new campaign, Minute Maid partnered with Edison Research to commission the “This is Good Parenting Survey” to better understand how parents are using social media to share their families with the world. The survey found:
- 94 percent of parents who post pictures or videos of their family on social media admit to posing or staging at least one of them.
- More than one-third (36 percent) of parents who post pictures or videos of their family on social media admit to staging or posing most or nearly all of them.
- More than four-in-five (81 percent) parents who post pictures or videos of their family on social media admit they avoided posting on social media because something embarrassing was in the background, while 80 percent of parents have avoided posting on social media because their house looked messy.
- 43 percent of parents who use social media agree that they only post flattering photos or videos of their family on social media.
“Minute Maid is a family brand, and parents today are facing endless social media feeds filled with unrealistic picture-perfect families,” said Ashley Gordon, group director for Minute Maid marketing, in a statement. “That’s why we’re encouraging families to get real. Embrace the real moments that may seem imperfect but can end up being the moments that matter the most.”
The “this is GOOD” brand campaign includes new TV commercials, a full refresh of Minute Maid’s social media accounts including Instagram, Facebook, Pinterest and Twitter, as well as a digital media buy.
Minute Maid also is partnering with influencers across the country to encourage parents everywhere to start embracing real family moments. Instead of staging a photo, parents are encouraged to capture the family moment — no matter how messy or imperfect — and share it on social media with the hashtag #thisisGOOD.
For more information on Minute Maid’s new brand campaign, or to share a real family moment, people are encouraged to visit MinuteMaid.com, @MinuteMaid us on Instagram, @MinuteMaid us on Twitter or Minute Maid’s Facebook Page.
Minute Maid’s brand campaign was developed in partnership with Anomaly.