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Minute Maid to parents: You’re doing better than you think
ATLANTA — Minute Maid, a brand from the Coca-Cola Co., on Monday announced the “Doin’ Good” social campaign, which aims to remind parents of the many things they do to make a positive impact on the lives of their children.
The centerpiece of the campaign is a digital film featuring scenes with real parents discussing how they think they’re performing as parents. Each parent expresses feelings of inadequacy — but this changes when they read letters written by their children, who confirm that their parents are actually doing a great job.
“At its heart, Minute Maid is a family brand,” said Charles Torrey, VP of 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.”
Minute Maid’s campaign will also feature a fully integrated media plan across broadcast, digital and social (with the #doinggood hashtag.) Additionally, the brand will partner with bloggers, Facebook, YouTube and others to help spread awareness.