Minute Maid's enhanced juice helps another idiot in time of need

Posted on Mon Oct 5 2009

Enhanced fruit juices aren't exactly the sexiest products. There have been plenty of dead-boring ads about antioxidants, free radicals and ingredients that sound like they came out of an ancient herbalist's tome. That's why the recent "Oops! Someone forgot to boost" ad campaign from Minute Maid works so well. The first ad, from Doner, which features a cute teacher saying "Excuse me, I think you're the father of one of my kids," is actually funny. The follow-up spot, which breaks today, sticks with teacher humor. It shows a drowsy grade-school teacher offering his students little sympathy about the class's dead rabbit, Scooter. Of course, once he drinks some Minute Maid Enhanced Strawberry Kiwi juice, he gets the energy to save the day. It's a nice little metaphor for the functionality these drinks allegedly offer. Still, upon reading the official statement from Mike Saint John, president of Minute Maid Business Unit, about the new ad, I can't help but think he forgot to boost. "This is the second iteration of the 'Oops! Someone forgot to boost' campaign," he says. "The premise of the commercial is poking fun at real life scenarios; it's a tongue-in-cheek take on what could happen if you forget to 'boost' with the Minute Maid Enhanced Strawberry Kiwi flavored juice drinks." Thanks Mike, very enlightening.

—Posted by Kenneth Hein

Note from Minute Maid: You didn't sleep with your kid's teacher

Posted on Wed May 6 2009

What could be more embarrassing than mistaking your kid's teacher for a spring-break conquest from your beer-bonging frat-boy days? Especially if she's actually a woman of the cloth. Oopsie. That's the premise of this new ad from Coca-Cola's Minute Maid. The former wild man avoids the sticky situation with an assist from the marketer's Pomegranate Blueberry juice (tagline: "Help nourish your brain"). There are actually two versions of the spot, one in which the woman is simply a grade-school art teacher, and the other in which she's Sister Mary Katherine. Nice touch! It's airing during top-rated shows like American Idol, where it's likely to connect with a range of demos. I'll buy the product on the strength of the ad alone, but if it could actually save me from a vacation-related faux pas, that's a major bonus. (Cancun is wild, y'all!) Competitor Tropicana seems to be getting all the ink lately, with Kyra Sedgwick doing the splits to the tune of Tom Jones in an ad and design guru Peter Arnell jacking around with its package design. But No. 2-ranked Minute Maid, battling in the uber-hot superfruit juice category, should see some mileage out of this campaign.

—Posted by T.L. Stanley



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