Beverage marketer Minute Maid is introducing its first branded campaign that encompasses all products that fall under the Minute Maid banner. The effort includes new animated TV spots that show the
company's products sprouting from trees and flowers and people enjoying them in a variety of ways, reports
Brandweek. Spanish-language TV ads and print also supports the new effort. The
campaign is targeted to women 25-54 "who understand health and happiness are found in making the most of life's everyday moments," according to a spokesman from Doner, the 60-year-old
brand's ad agency. One of the campaign's key goals, in addition to reminding loyalists to buy, is to lock up brand switchers. "Many interchangeably substitute Minute Maid for other brands or
other beverage choices," the spokesman said. Minute Maid sales suffered last year as sales volume on its "cold-fill" products, which make up the majority of its portfolio and are made
with more preservatives, was down 17.1%. Sales shrank 4.1% on its "hot-fill" brands, which have fewer preservatives, per
Beverage Digest.
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