Minute Maid is unveiling a new identity with its global “Filled with Life” campaign. The Coca-Cola-owned brand is attempting to revive the 77-year-old juice brand following a period of decline in the consumption of orange juice in recent years. The “Filled with Life” campaign will be showcasing the brand’s new look over the course of the year and aims to encourage consumers to “combat life’s ‘autopilot moments’’’ by emphasizing the importance of taking a pause, which the brand feels will resonate with young consumers who are struggling “with the anxiety caused by economic issues, among other concerns.” While the campaign will include an array of digital, out of the home, and TV ads, Minute Maid is kicking them off with light reflecting billboards intended to “bring extra light into consumers’ daily lives.” YPulse’s Cooking and Diets report shows nearly a third of Gen Z and Millennials drink juice. (Marketing Dive)
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