Minute Maid celebrates ‘life’s little moments’

New masterbrand campaign aims to reconnect with shoppers

Minute Maid wants to remind Canadians that the brand has been there through it all.

The Coca-Cola owned juice brand has launched a new TV spot, “Enjoy Every Moment,” which focuses on the ups and downs of family life, from a father-and-son fishing trip to a toddler making a mess to parents dropping their son off at university. The scenes incorporate different Minute Maid products, such as juice boxes and a case of lemonade.

“We have been a part of families’ lives in Canada since 1950 and are a highly trusted brand,” said Vanessa Toperczer, senior brand manager, Minute Maid at Coca-Cola. “It is important that we remind shoppers of who we are and that we have been—and still are—part of the important moments in their lives.”

The TV spot, airing nationally, is a new masterbrand approach that aims to reconnect the brand with shoppers. “Previously Minute Maid advertising focused on specific products or partnerships,” said Toperczer. “By taking a masterbrand approach, our new campaign builds a solid position for Minute Maid in the minds of consumers.”

The commercial is the main element of the campaign, but “Enjoy Every Minute” will also be incorporated into POS in retail stores.

Publicis developed the creative and UM handled the media buy.

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