CAN A BELOVED BEVERAGE BRAND LAUNCH A NEW ENERGY DRINK TO A YOUNGER CROWD WITHOUT ALIENATING ITS CORE? 

 

Our campaign reinforced the basic human need for the natural boosting agents of Minute Maid Enhanced. We've all been caught cruising on autopilot before, saying or doing things we wouldn't have said or done, were we alert and on our game at the time. . These painfully awkward moments aren't just relatable, they're hilarious—especially when they happen to someone else. To me nothing said autopilot quite like a young grade-school teacher at the end of a long day, facing a crisis with the class pet. Nothing an infusion of Minute Maid Enhanced heroism can't fix amirite?

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My TV spot was part of a multi-media ad campaign that won a Clio Award among others. Doner thought highly enough of it that it graced the agency's 70-year anniversary poster—alongside such advertising icons as the Scrubbing Bubbles, the Vlassic Stork and Serta's Counting Sheep—to promote their One Club exhibit.