Minute Maid: Meet the Juice Kids

Key Facts

  • MinuteMaid is a family-known beverage
  • Good source of vitamins and minerals

Objectives

  • Inform 5% of parents of a healthier juice beverage during the promotional period.
  • Increase sales of MinuteMaid for kids by 10% in the first three months of the campaign

Target Audience

  • The Healthy mother
    • 26-35 years old
    • College educated
    • Health conscious
    • Tech savvy

The healthy mother cares about her child’s health and pays close attention to what they consume. They are involved with the community and their child’s lifestyle. They are working mothers so they are always on the go. They receive information about products through what they see on their way to work and the Internet.

Primary Message

Are your children getting the necessary vitamins and minerals to keep them healthy?

Positioning

Minute Maid is a beverage that is a healthy alternative instead of drinking soda. By purchasing MinuteMaid for kids you will be giving your child the necessary ingredients for a healthy lifestyle.

Copy Platform

For the advertisements there should be a question asking the parent is their child getting enough of a key ingredient of the juice. The second part of the text will sell the product itself.

  • Grape: Is your child getting enough Calcium?
    • Give them a Glass of Regina and friends, they keep their insides cleaner! Do you want your child to stay active? MinuteMaid Grape Juice is the drink that Regina and her friends approve of. To keep your children at their best health, purchase MinuteMaid for kids. MinuteMaid Grape juice is good source of Calcium, which helps maintain strong bones and improves brain activity. Now available at most grocery stores. www.minutemaid.com
  • Orange: Is your child is getting enough Vitamin C?
    • Have a glass of Octavia and Oscar they help lessen colds and strengthen bones. Do you want your kids to stay active? MinuteMaid Orange Juice is the drink that Oscar and Olivia approve of. To keep your children at their best health, purchase MinuteMaid for kids. MinuteMaid Orange Juice is high in Vitamin C, which provides strong bones and helps heal wounds. Now available at most grocery stores. www.minutemaid.com
  • Apple: Is your child getting enough Potassium?
    • A glass of A.J a day, keeps the doctor away! Do you want your child to stay active? MinuteMaid Apple Juice is the juice Alex The Apple approves of. To keep your children at their best health, purchase MinuteMaid for kids. MinuteMaid Apple Juice is high in potassium, which provides functioning nerve and muscle control. Now available at most grocery stores. www.minutemaid.com

Tone and Execution

  • Fun, inviting, vibrant, friendly and educational.

The colors will be used for the fruit and the background to bring attention to the ad to sell the product. Get the mother interested to look at the ad to sell in the product, and get the juice kids to get the attention of the children to convince them drinking juice is cool and healthy.

Mandatories

Minute maid logo (no smaller then 1in x1in) and MinuteMaid for kids website

Implementations

  • Magazines
  • Posters
  • Coupon

ADS