Since its inception 20 years ago, Minute Maid Maid has been deeply loved by consumers for its "fruits" and "beauty". Now, Minute Maid has extracted the key value proposition of "Beauty" from the brand's DNA, and on the occasion of its 20th anniversary, it has once again set off from the "Wonderful Commissary" to issue an invitation to consumers to celebrate together.
The theme is inspired by a beautiful place that consumers share with the brand – a familiar and accessible commissary. After school, I went to the commissary to have a bottle of [Minute Maid Juice], which is the common memory of thousands of Chinese people, and it carries countless real and warm stories. [Minute Maid Maid] is also sold bottle by bottle from here, bringing beauty to thousands of households.
Memory of the commissary
Time flies, and the children who bought Minute Maid in the commissary have already grown up, and Minute Maid has been accompanying Chinese consumers for 20 years. The 20th anniversary celebration series of "Minute Maid Fair" not only reminisced about the past with consumers, but also created a young, interesting and energetic experience for the new generation.
Back to the commissary, the original good
Based on the real stories of consumers and the stage of the commissary, the four social videos launched by [Minute Maid Maid] have been successively landed on major platforms. Focusing on the scene of the commissary, [Minute Maid Maid] plays back the beautiful frames of the past: remember? Concentrate on finishing your homework, [Minute Maid Juice] is a reward from your mother; Or compete, or share, a bottle of drink is a bridge of friendship; The synonym for little luck is called "another bottle"; Everyone has a share in [Minute Maid Juice] is an indispensable little beauty in the time of reunion......
In the canteens in the video, there are local voices from Shanghai, Beijing, Guangdong and Northeast China, in fact, there are more beautiful stories between [Minute Maid Maid] and consumers, which are really staged in canteens across the country.
As soon as the video was released, it aroused strong emotional resonance among netizens, and many consumers said that this was their favorite juice when they were children, and it was also the juice they drank since childhood. Netizens in the comment area have posted real pictures of [Minute Maid Maid] in their daily life, and shared the story behind it, "My earliest impression of [Minute Maid] is that during the final exam, every time I go to my mother, I will buy two bottles of [Minute Maid Maid] for me to carry, and I remember my mother's love" "When I was tired of playing with my good friends, I went to the supermarket to buy a bottle of [Minute Maid Maid] and drank it together...... To this day, Minute Maid Maid is still a favorite drink among everyone, and some consumers sighed: "I have grown up in a blink of an eye, and I hope to keep more good times, and [Minute Maid Juice] and [Fruit Orange] are also accompanying me to grow up."
Wonderful store, ongoing
Sharing the beauty of chewing is the wish of [Minute Maid Source] as always. In the 20th anniversary event with the theme of "Beautiful Commissary", Minute Maid created a series of fresh, fun and energetic touchpoints, from cloud mini-programs, immersive live broadcasts, to nostalgic social videos, offline pop-up stores, etc., to further create an end-to-end consumer experience link.
At the beginning of March, [Minute Maid Maid Money] took the lead in creating an online "beautiful commissary" in the Coca-Cola Bar Mini Program, taking everyone to revisit classic childhood games such as stickers, hopscotch, and whack-a-mole, and there are hidden easter eggs to play with. In addition to intimate gifts such as spokesperson peripherals and various coupons, you will also receive more surprise rewards by participating in leaderboard challenges, calendar check-ins, etc. The experience of visiting the store not only allows consumers to find memories, but also finds the endless fun of childhood.
From right: Ms. Shang Dexin, Chief Marketing Officer, Coca-Cola Greater China and Mongolia, Shuxin Yu, Brand Ambassador, Minute Maid, Christna Ruggiero, President of Global Nutritional Beverages, Juices, Dairy and Plant-based Categories, The Coca-Cola Company, and Ms. Siu Yufen, Senior Director of Nutritional Juices, Greater China and Mongolia, Coca-Cola
On March 6th, the 20th anniversary of Minute Maid Maid officially opened, and the brand joined hands with spokesperson Yu Shuxin to launch an online live broadcast, gathering all consumers who love Minute Maid to witness the ribbon-cutting moment. The live broadcast room restored the scenery in the cloud mini program, bringing an immersive cloud shopping store experience, attracting more than 13 million viewers to cheer for the opening of the "beautiful store", which once detonated social discussions. On the same day, a total of 4 topics hit the hot search, and a total of 270 million exposures have been obtained, setting a record for the first live broadcast on Weibo on the same day. The novel presentation, creative interactive experience, and high-quality product selection have all won rave reviews from consumers.
The release of four social videos presented a microcosm of the true stories of tens of millions of people, which further ignited the enthusiasm of consumers to participate. As consumers' voices become more and more high, [Minute Maid Maid] has reproduced the "Beautiful Commissary" from online to offline, and landed on Yuyuan Road, an Internet celebrity landmark in Shanghai, to deliver the beauty at consumers' fingertips. The pop-up event not only attracted local fans to check in, but also triggered shouts from consumers across the country, looking forward to seeing the physical version of the "beautiful store" in more cities.
Throughout this milestone 20th anniversary event, Minute Maid takes the "Beautiful Commissary" as the creative center and focuses on the consumer experience, not only integrating the brand's values into it, but also putting consumer engagement in a crucial position.
Minute Maid sees the store as an emotional hub between the brand and consumers, and based on such a carrier of good memories and innovative marketing strategies, the brand has a natural resonance with consumers, and promotes the spontaneous generation of a large number of powerful social content. In this multi-touch, multi-scene immersive brand marketing, [Minute Maid T In this context, the improvement of brand reputation is a natural result, and this innovation of consumer experience will surely bring a longer line of brand value to [Minute Maid Maid Money].
The future is more promising
With the comprehensive renewal and upgrading of the brand, [Minute Maid Maid Juice] not only ushered in a simpler and more dynamic visual image and more vivid product packaging, but also continued to make efforts in product quality and taste diversification. In addition to the star product [Fruit Orange], it also brings upgraded [Green Grapes] and [Red Grapes], and each bottle brings consumers real fruit enjoyment.
The rich fruity aroma permeates the mouth, and the chewed fruit bursts out with rich and three-dimensional taste enjoyment, and every bite of [Minute Maid Origin] is full of blessings: devote yourself to real life and feel the real beauty!
Minute Maid has always adhered to the promise of "good chewing", and has accompanied countless consumers in the past 20 years. In the future, [Minute Maid Maid Juice] looks forward to working with more consumers to meet in the "Beautiful Commissary" to inject vitality into life and create more beautiful memories together!