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Minute Maid happiness campaign continues

Coca-Cola has begun a new national brand campaign for Minute Maid called “Happy Starts Inside.” The campaign, created by Leo Burnett, began with two 30-second television commercials that depict a man inside a large orange who rolls around spreading happiness by distributing juice. The campaign, which is aimed at mothers aged 25 to 49, is intended to contemporize the brand, according to the company. To support the advertising, the company has also begun an online survey at <> inviting participants to describe what makes them happy. The survey, which was developed by Arc, is being promoted with 15- and 30-second ads on various Alliance Atlantis specialty channels and banners on their respective websites, as well as public relations activities. These ads were created by Alliance Atlantis. The results will be featured in two new 15-second commercials that will break on April 2.

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