Minute Maid

 

Challenge:

Tropicana was outspending Minute Maid. Higher awareness and sales of Tropicana were leaving Minute Maid in the dust. There was a need to advise consumers that Minute Maid had superior taste.

Results: 

Full page newspaper ads boldly featured the unique benefits of Minute Maid. The theme summed it up: “Now you know best.” 30 sec.TV spots were added. Minute maid regained its leadership position in one year.

 

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