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Minute Maid This is Good

When I first joined the Minute Maid Business Unit to lead IMC/Creative, I had one goal in mind; to reposition Minute Maid to reclaim its iconic status as a family brand, and that’s what we set out to do. Minute Maid has always championed the good in every family, but the modern perception of family and parenting has changed over the years. It can be messy and unpredictable but it’s fun. And there’s no one perfect way to do it. Because being part of a family means embracing the imperfection. That’s what makes life so good and that’s the good that Minute Maid champions with This is GOOD, an integrated marketing campaign featuring film, print, digital, social and shopper.