Minute Maid’s Pre Rio Parent-Focused #Doingood Campaign Led By US Olympian Missy Franklin

Coca-Cola juice brand Minute Maid is leveraging its Olympic rights with a pre Rio 2016 campaign led by four-time gold medallist Missy Franklin and aimed at encouraging people to tell their parents that they are #DoingGood

Developed with agency Doner London and launched aahead of Mother’s Day in May, the ad’s narrative sees US swimmer Franklin surprise her mother and father with an emotional letter in whicb she thanks them for being such supportive and loving parents.

The central commercial, called ‘See What US Olympian Missy Franklin Has To Say’ gives the simmer a stage to tell her family story and shine the spotlight on her parents.

As Franklin looks ahead to Rio and targets more Olympic medals and records, she also aims to celebrate great parenting.

‘I wouldn’t be where I am today without the love and support from my parents’.

The idea behind the campaign is that because all families are faced with unique challenges and triumphs, all parents feel pressure and ask themselves ‘Am I doing enough?’

In addition to TV, the integrated #doingood campaign spans digital, social, retail activation, PR and a competition.

The Minute Maid initiative encouraging other kids to join Missy and celebrate good parenting by entering the win ‘Breakfast with Missy’ promotion by sharing a positive message with a parent.

Throughout May, consumers who post a photo or video that captures how a parent in their life is #doingood at MinuteMaid.com/doingood, or on Twitter or Instagram using the hashtag #doingoodcontest, will be entered into the competition.

Franklin will then personally select five winners (and a guest of their choice) to join her for a private breakfast event following the Rio 2016 Olympic Games.

The campaign aims to reflect Minute Maid’s brand belief that ‘when you put good in, you get good out’ and the objective is to echo this principle in the family environment.

The campaign is supported digitally and socially – with the #doingood hashtag – and is designed to battle the self-doubt some parents feel as they strive to balance family, careers, schedules and even the pressures of social media.

‘I wouldn’t be where I am today without the love and support from my parents,’ adds Franklin.

‘They continue to make sacrifices to help me achieve my dream. It is a tremendous gift that I can only hope to repay one day.’

‘Whenever the Olympic Games roll around, athletes receive all the glory and countless accolades – and rightfully so,’ says Shannon Richmond, Brand Director, Minute Maid.

‘We’re excited to work with Missy to share some of that special attention with parents, the tireless heroes who rarely get the kudos they deserve. With her own inspiring relationship with her mother and father, Missy truly embodies the Minute Maid brand vision that when you put good in, you get good out.’

Comment

Franklin’s ultimate ‘thank you’ surprise to her mom and dad neatly links pre-Game preparation and a touch of Olympic excitement with Mothers’ Day and a cause campaign.

Plenty of viewers clearly feel the campaign message is heartfelt and the creative emotional.

With an impressive 5,731,366 YouTube views (and 1.3k thumbs up) thus far, the campaign’s engagement metrics are certainly impressive

Minute Maid parent company Coca-Cola is the longest continuous Olympic marketing partner and it launched its own Rio 2016 #ThatsGold campaign in mid July (see case study).

The Coca-Cola Company is the world’s largest beverage company with more than 500 brands which include not just its title brand product range and Minute Maid, but also Fanta, Sprite, Vitaminwater, Powerade, Simply, Georgia and Del Valle.

Links

Minute Maid #DoingGood Web:

www.minutemaid.com/doingood

Minute Maid Web:

http://www.minutemaid.com

Minute Maid YouTube:

https://www.youtube.com/user/minutemaid

Minute Maid Facebook:

https://www.facebook.com/MinuteMaid

Minute Maid Twitter:

http://www.twitter.com/minutemaid

@MinuteMaid