Agency/Media Company: Starcom Worldwide
Client: Minute Maid Company of Canada
Team: Chris Morandin, media director; Stephanie Guran, planning supervisor; Rishma Dewsi, buying supervisor
Timing: January to December 1999
Best Use of Newspaper
The Background
The goal was to position Minute Maid orange juice to consumers as a brand that allows them to make the most of the day ahead – a very relevant positioning, as over 73% of all orange juice is consumed during the morning daypart.
With adult consumers as the key target, the media team set about constructing a plan that would not only deliver ‘morning ownership,’ but would also reflect the hurried way that adults bustle through the early part of each day.
The Plan
The strategy focused on certain key areas:
Morning television: The media team leveraged 52-week sponsorships of breakfast programs on Global in Montreal, CIVT in Vancouver and ASN in Atlantic Canada. The sponsorships included product placement during interviews and editorial coverage, opening and closing billboards and brand-sell spots, plus a ‘Minute Maid monitor’ on the Vancouver show.
Morning newspaper: Minute Maid had continuous insertions on the front page of the National Post for its calcium-fortified product – a placement that gave the brand additional exposure through newspaper boxes. In this way, the newspaper campaign reached both readers and busy adults in the street on their way to work in the morning.
The Results
Minute Maid continues to build a morning ownership presence, with strong results. In addition to increasing target awareness, the brand has captured the number one position in the calcium-fortified orange juice segment, with a 60%-plus share of market. The client continues to invest in this strategy and expand the program.
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* The Judges p.BMP43
