MINUTE MAID CAMPAIGN AIMS FOR GOLD
By Adnews Staff
The Minute Maid Company of Canada aims to be the first advertiser to break creative in support of the 2002 Olympic Winter Games with the start of a new television campaign this week. The campaign includes two 30-second spots that are intended to echo the excitement Canadians have for the Games, according to the company. In the first spot, called "Car", a car stops at a red light and four men get out. When the light turns green they push the car down a hill as if it were a bobsled. In the second spot, called "Boxes", a woman who is taking inventory on a loading dock gets up on a stack of boxes similar to an Olympic medal podium. Both ads end with the line, "We're excited about the Olympic Winter Games too. Minute Maid, Proud Sponsor of the Canadian Olympic Team." The campaign was created by Leo Burnett of Toronto and will run nationally until the end of February 2002. Minute Maid is also running an on-pack promotion tied into its sponsorship of the Canadian Olympic Team. Specially marked packaging on 1.89L bottles of Minute Maid orange juice promotes a contest to win a trip for four to the 2002 Olympic Winter Games. Minute Maid used MAD Design of Toronto for the on-pack promotion, which concludes at the end of November.