Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Media Edge: Minute Maid rebrands, launches global ad campaign
Media Sales Lead: Minute Maid (MM) is promoting its first-ever rebrand with a global campaign. The campaign is called "Filled with Life" and will run throughout 2023. It will be supported across TV, digital, OOH, online video, social media, and on-ground experiences. The media mix will vary market by market. The new packaging also has QR codes that will direct consumers to content and promotions. The brand worked with Jones Knowles Ritchie, Grey Group, VMLY&R, and Landor & Fitch on the rebrand and campaign.
Key Lead Takeaways: The rebrand and campaign signal that MM will significantly increase ad spend. Start reaching out now for more information so that you can score some extra ad dollars.
Target Demographic: Millennials & Gen-Zers
Key Spend Notes:
- Since 2020, MM has increased digital spend every year; it has not aired a national TV ad during the same time frame.
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes MM under Fruit Juices & Drinks**
- 2023 YTD Spend: $0
- 2022 FY Spend: $0
- 2021 FY Spend: $0
- 2020 FY Spend: $2.4m
2020 Ad Flight Breakdown (by spend): MM aired two spots in 2020: "Meeting the Family" and "Toda la familia."
2020 Top Daypart (by impressions): Primetime (212.4m), Early Fringe (129.7m), Day Time (120.2m), Late Fringe AM (79.4m), and Weekend Afternoon (79.3m).
2020 Top Networks (by spend): Univision, FXX, ION, Paramount Network, and HGTV.
2020 Top Shows (by spend): Friends, The Office, Two and a Half Men, The Simpsons, and NCIS: Los Angeles.
2023 Top Industry/Vertical Spenders (by spend): V8 Juice (44%), Tropicana (24%), Ocean Spray (17%), Naked (14%), and Simply Beverages (1%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes MM under Non-Alcoholic Beverages**
2023 YTD Spend: $332.4k
2022 FY Spend: $7.4m
2021 FY Spend: $2.3m
2020 FY Spend: $37.3k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $88.2k
- Q2 2022 Spend: $1.4m
- Q3 2022 Spend: $3.2m
- Q4 2022 Spend: $2.6m
Impressions: 40.4m
Top Ad Types (by spend): Instagram (75%), Facebook (18%), YouTube (5%), and desktop video (2%).
Top Purchase Channels: Direct (100%).
Top Publishers: instagram.com, facebook.com, youtube.com, and twitch.tv.
Top Industry/Vertical Spenders: Pedialyte (6%), Coke (6%), Red Bull (6%), Tropicana (5%), and Naked Juice (4%).
Top Creative (by spend; see below): Pathmatics reports that 27 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: MM also invests in OOH, print, radio, and local broadcast.
- Top podcasts sponsored: Pantheon - Home for Music Lovers, Drunk Women Solving Crime, and The 85 South Show with Karlous Miller, DC Young Fly, and Chico Bean.
Current Agency Roster:
- Universal McCann: media AOR
- Anomaly: creative AOR
- jones knowles ritchie: branding & design
- Grey Group: media
- VMLY&R: project-based work
