Minute Maid campaign celebrates slightly imperfect family moments with new brand campaign

By Kyle O'Brien | Creative Works Editor

Minute Maid


Creative Works article

April 11, 2018 | 4 min read

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.

The survey found that 94% percent of parents who post pictures or videos of their family on social media admit to posing or staging at least one of them. They also found that more than four-in-five parents who post pictures or videos of their family on social media admit they avoided posting on social media because something embarrassing was in the background, while 80% of parents have avoided posting on social media because their house looked messy. Also, 43% of parents who use social media agree they only post flattering photos or videos of their family on social media

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Minute Maid ad campaign

Minute Maid 'This is Good'

“Minute Maid is a family brand, and parents today are facing endless social media feeds filled with unrealistic picture-perfect families,” said Ashley Gordon, group director, Minute Maid Marketing. “That’s why we’re encouraging families to get real. Embrace the real moments that may seem imperfect but can end up being the moments that matter the most.”

Helping to get people comfortable with those 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 (Minute Maid, of course). It’s not a perfect moment, but it is more relatable and real.

The new ‘This is Good’ brand campaign, developed in partnership with Anomaly, includes new television commercials, a full refresh of Minute Maid’s social media accounts including Instagram, Facebook, Pinterest and Twitter, as well as a digital media buy.

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 invited to capture the family moment – no matter how cluttered or imperfect – and share it on social media with the hashtag #ThisisGood.

Minute Maid: This is Good by Anomaly

By Minute Maid

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