THE REBRAND THAT REVITALIZED AN ICONIC AMERICAN BRAND
Minute Maid was once the centerpiece of America's breakfast table. But as America's tastes changed, MM remained fixed in a Bing Crosby "nutritious way to start the day" loop.
To resuscitate the brand, I led the agency team that worked with Coca-Cola Creative Excellence to launch “Put Good In, Get Good Out” - a position that flipped the juice conversation from nutritional intrinsics to emotional outcome. In doing so, the brand struck gold. Orangey gold.
"Put Good In Get Good Out" drove a decade of success and shelf dominance.
It resonated across the spectrum of juice drinkers, from mommies to millennials. It was universal enough to flex across executional tones, from schtick to sobfests.
Under the campaign, we promoted the full range of Minute Maid products, from OJ to lemonade to kid's juices. We even launched several sublines, including Minute Maid Enhanced.
But that was just the start.
"Put Good In, Get Good Out" became a rally cry for parents around the world. Feeling growing social pressure to be perfect, a majority of parents felt they weren’t doing a good enough job. We assured them they were.
Put Good In Get Good Out drove Minute Maid growth for a decade.
Coca-Cola still considers it their (orangey) gold standard of branding.