To spotlight their frozen juices, Minute Maid turned to Capital-Image to design a mainly family focused concept.
We defined that mothers needed inspiration to easily create appealing and healthy refreshments for the whole family. They often looked for inspiration online on their favourite mommy blogs. Our topline strategy was developed around enlisting mommy bloggers who saw this as an occasion to meet their readers.
- Event – We offered two mommy bloggers the opportunity to plan an event for their readers. For once, children were welcome at an afternoon cocktail event (5 à 7) where alcohol free drinks (mocktails) made with Minute Maid frozen juices as the main ingredient were served. At the event, a dozen young mommy bloggers and their children tasted the products.
- Promotional objects – At the event, we handed out to mothers cards with the four mocktail recipes, inviting them to recreate the drinks at home.
- Social media – A hashtag was created for the event to provide a way for guests to connect online.
- Media relations – We also spread out our efforts to reach the media, inviting them to try the frozen products of the brand and the mocktail recipes.