Minute Maid lauds family imperfections in social campaign
- Minute Maid, the fruit-juice brand owned by Coca-Cola, debuted a social media campaign that urges families to share realistic pictures of their everyday lives instead of staged "Instagram-ready" snapshots, according to a press release shared with Mobile Marketer. The "This Is Good" promotion aims to showcase families who embrace real moments that may seem imperfect but can end up being the ones that matter most.
- Minute Maid is partnering with social influencers to encourage parents to accept real family moments and share them on social media with the hashtag #thisisGOOD. The brand also teamed up with Edison Research on a survey to understand how parents use social media.
- The promotion, developed with creative agency Anomaly, includes a new TV spot, digital media buys and an update of the juice brand's social media accounts including Instagram, Facebook, Pinterest and Twitter.
Minute Maid's "This Is Good" campaign aims to show that its juice brand stands for real, wholesome products used by real people. Sharing family photos online is a key part of many consumers' interactions on social media. Here, the brand is attempting to leverage that habit to engage potential customers with an interactive campaign that adds a human element to the brand.
The campaign arrives at a time when authenticity in marketing has become a hot topic amid increasing public cynicism over companies' business practices and social media privacy. Given the revelations of how Facebook mishandled the personal messages and data of millions of people, juice-buying parents may be more cautious about offering photos of their children or a more unvarnished look at their home lives for privacy purposes.
With consumers increasingly aware that many photos on social media are staged, Minute Maid commissioned a survey by Edison Research to learn more about how parents present themselves on social media. The study found that 91% of parents who use social media have taken a photo or video of themselves or their children with the intent to share it online. Unsurprisingly, 94% of those parents have staged a photo or video before sharing it, and 43% post only flattering images. In addition, 80% of parents have avoided posting on social media because their house looked messy.