Despite being one of the most recognized juice brands in the world, Minute Maid wasn’t resonating with younger audiences. In a category that has over indexed on perfect families, sunshine mornings, and unrealistic overpromises, Minute Maid proudly admits we’re just juice. As a juice that’s only 3% fruit, we saw an opportunity to stand out with radical honesty and dark humor to break from the category and connect with a new audience.
No, Minute Maid won’t change your life. But it might make your day insignificantly better. Maybe even 3% better. Just like our juice.
London International Awards Silver
Despite being one of the most recognized juice brands in the world, Minute Maid wasn’t resonating with younger audiences. In a category that has overindexed on perfect families, sunshine mornings, and unrealistic overpromises, Minute Maid made a sharp pivot and proudly admitted that juice won’t change your life. And a juice that’s only 3% fruit, we saw an opportunity to stand out with radical honesty and dark humor to break from the category and connect with a new audience.
