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In a world of artificial, we remain real. No gimmicks. No compromises. Just fruit, squeezed to perfection.

(our current landscape is marketing sodas, diet drinks, and probiotic sodas, juice brands like minute maid feel left behind.)

Minute Maid. The Last Stand of Real Juice.

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No matter how far you go, it finds you.

A busy airport terminal. A hospital waiting room.

When you see that familiar, childhood juice, you're home. The same drink you grew up with and the same fridge it was in.

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Insight : Canadians suffer from vitamin D deficiency due to long winters/minimal contact with sunlight .

Our hero - Minute Maid - offers the solution to our problem - Canadians are lacking nutrition and Minute Maid can help with a single serving.

Idea : “Don’t fear the (vitamin) D”

Visuals : Minute Maid is the spotlight (imitating sunlight) in a dark room . Perpetuating its your source of vitamin d as you are indoors for our long winters.

Experiential - colour changing bottles - when a bottle is placed near sunlight the bottle colour gradually changes to red to reflect the recommended dose of Sun exposure.

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Insight : As a society we’ve become more attached to using OTC meds to heal ourselves rather than focus on improving our immune system.

Our hero - Minute Maid - does not replace the need for an immediate cure - but rather offers to strengthen the immune system to not endure sick days as often.

Idea : drink your health / more than just a juice

Visuals : Minute Maid in the medication isle. Minute Maid having the medication print “take x amount of cups per day” .

Experiential : placing a mini fridge of  Minute Maid in the OTC isles , and selling it as if it was an ailment.

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Visual : an opened fridge - hand (left) that is holding fridge open is a grown man (watch on wrist, blue sleeve) . Hand (right) that is grabbing the Minute Maid  in the fridge is a small child’s hand - with the same sleeves as the left.

Indicating that the same beloved Minute Maid drinks you’ve had at home are still your go to drink today .

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Consumers are increasingly skeptical about what’s in their food and beverages. Many juices on the market contain long lists of artificial ingredients, preservatives, and added sugars often buried in the fine print of the packaging. The more complicated the ingredient list, the less trustworthy the product feels. People shouldn’t need a science degree or a magnifying glass to understand what they’re drinking. Minute Maid stands out by keeping it simple.

Big idea name: We keep it simple

Visual: A juice bottle or carton with text from top to bottom that needs a microscope to read.

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People don’t just drink juice for the taste, they drink it for energy, nourishment, and a fresh start. Whether it’s a busy parent rushing to get the kids out the door, a student needing a pick-me-up, or someone fueling up before a workout, juice is more than just a beverage, it's the fuel that powers their day. Minute Maid provides real, natural energy from fruit, without the artificial junk found in energy drinks or sugary sodas.

Big idea name: More than just a juice.

Visual: Someone fueling their car or someone fueling a plane with Minute Maid.