2023-05-07 23:00:00
Lack of sunlight in the city, delivered to consumers through outdoor billboards
Creative presentation that connects vitamin D, the gift of the sun, with vitamin D contained in Minute Maid products
VMLY&R agent
Instead of advertisements, outdoor advertisements filled with vitamin D provided by the sun appeared.
According to the industry on the 8th, Coca-Cola’s juice drink brand Minute Maid recently renewed its brand logo and unveiled an outdoor billboard campaign that borrowed the power of the sun to celebrate.
According to Minute Maid, regarding half of the world’s population live in cities, and most of them lack the natural benefits of sunlight because of skyscrapers and concrete walls. Accordingly, Minute Maid planned this campaign so that everyone might feel the brand slogan, ‘filled with life’, and bask in the warm light provided by the sun.
Minute Maid’s campaign contains three ideas to return sunlight to consumers’ daily lives.
First, outdoor advertisements made of reflectors were installed on the rooftop and empty walls of the apartment so that sunlight reflected during the day might brighten the dark interior nearby.
The second billboard, in an open format with a blank center, is designed so that everyone can receive the vitamin D provided by the sun through the billboard instead of blocking people’s view.
The third and last advertisement is a retrofitted billboard at a bus stop for those who want to bask in the sun. Minute Maid has set up a bench with an advertisement outside the bus stop wall so that passengers can wait for the bus while basking in the sun.
Minute Maid presented its customers with vitamin D, the gift of the sun, through outdoor advertisements, while showing creativity to promote Minute Maid products containing calcium and vitamin D.
Desiree Ferrari, global director of shopper and consumer content at The Coca-Cola Company, said, “With this campaign, which was created in an unconventional format to deliver the benefits of the sun, the source of life, to people, Minute Maid’s new brand platform ‘filled’ I am happy to realize ‘with life’.”
Rafael Pitanguy, Global Chief Creative Officer, Creative Agency VMLY&R, who conceived the campaign, said, “This ad is designed to truly connect audiences and brands and improve consumers’ access to sunlight. “People will not only be able to see Minute Maid’s latest advertisement, but they will be able to actually feel it,” he explained.
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