Parenting is a complicated business. Sorting out hectic schedules, balancing careers and family, all while dealing with mounting pressure from social media for the perfect “post” can obscure the joy found in simple family interactions. In its “Doin’ Good” social campaign (#doingood), Minute Maid will remind parents of all the wonderful things – big and small – they do to make a positive difference in their children’s lives.
The creative bridges the brand’s historic place at the family table into a conversation about championing the good in modern parents and families everywhere. Built on the insight that many parents admit to self-doubt about their parenting, the campaign seeks to reinforce they’re doing a better job than they think. At its heart is a digital film featuring scenes with real parents discussing how they think they’re doing, with each expressing genuine feelings of inadequacy.
Their views are changed after reading unexpected, heartfelt letters written by their children affirming that they are, in fact, doing an amazing job. Through the video, Minute Maid hopes to remind parents of all the good they do and to inspire them to share messages of positivity with other parents who may struggle with doubt and other negativity.
“At its heart, Minute Maid is a family brand,” said Charles Torrey, Vice President, Minute Maid Marketing. “We know parents today face more challenges than ever. Whether it’s the pressure felt from a stranger’s comment or someone’s picture-perfect post in social media, it’s easy for parents to ask themselves, ‘Am I doing good enough’? In true Minute Maid form, we want to shine a light on the positive, and remind parents of all the good things they do that make a big difference. We know that when it comes to making juice or raising a family, when you put good in, you get good out.”
In addition to the digital film, Minute Maid’s broader campaign will come to life through a fully integrated media plan across broadcast, digital and social with the #doingood hashtag. The brand is also partnering with bloggers, Facebook, YouTube and a number of video seeding partners to help share the film and encourage parents to recognize the good they put into their families every day.
The campaign is underscored by a fully redesigned MinuteMaid.com. The website serves as a digital hub of content that reflects a mix of product and lifestyle content including insightful parenting stories collected from news outlets and user-generated content.
Visitors to the new site will also find a more robust, easy-to-use repository of product information and a new home for the brand’s blog, The Good Minute. The blog will feature original and curated content related to the #doingood social campaign.