Agency: Anomaly
Date: Apr 2018
Your Vote
Overall Rating
Opps, please vote again
0 votes

Family moments often look perfect in pictures on social media, but everyone knows family dynamics are decidedly imperfect. Minute Maid’s new brand campaign is encouraging parents to embrace their perfectly imperfect family moments and show how they may not always be Instagram-ready.

To launch the new campaign, ‘This is Good,’ Minute Maid partnered with Edison Research to commission the ‘This is Good Parenting Survey’ to better understand how parents are using social media to share their families with the world.

To help people get comfortable with imperfect moments, the beverage brand launched a TV commercial showing a father at his son’s T-ball game. The boy hits the ball, then runs to first base, but instead of stopping there, he runs to the refreshment table to grab a glass of lemonade. It’s not a perfect moment, but it is more relatable and real.

Minute Maid is also partnering with influencers across the country to encourage parents everywhere to start embracing real family moments. Instead of staging a photo, parents are encouraged to capture the family moment – no matter how cluttered or imperfect – and share it on social media with the hashtag #ThisisGood.


Brand: Minute Maid

Campaign: this is GOOD

Spot: Little League

Agency: Anomaly

Production Company: Caviar

Director: Neal Brennan

Editorial: Cut + Run

Finishing: Jogger

Music: Walker Mix: Lime