Minute Maid Billboards Tap On The Sun To Dispense Vitamin D

Recently, Minute Maid unveiled its new global redesign, a zesty identity featuring retro elements that will give the company’s beverages a harmonious, consistent look worldwide. Now, to mark the fresh start, the brand has come up with billboards that harness the power of the sun.

Nearly half of the world’s population lives in urban cities, where skyscrapers and concrete landscapes obstruct residents from the natural benefits of sunlight. As such, the firm wanted everyone to be “filled with life” by basking in the warm glow of the nearest star.

To promote the Minute Maid Original with Calcium & Vitamin D drink, the brand worked with creative agency VMLY&R to come up with three special out-of-home billboards to bring the sun back into consumers’ daily lives.

First, the Reflective Billboard can be spotted on rooftops or blank walls of apartment buildings to redirect sunlight during the day into nearby windows and open spaces, helping to brighten up dim interiors.

On the other hand, the Open Billboard counters the traditional idea of a billboard advertisement by displaying a transparent, empty frame. Instead of blocking one’s view, the sign opens to the sunny sky in the background, allowing Vitamin D goodness to shine through.

Last but not least, the Extended Shelter has redesigned typical bus shelters to better suit sunlight seekers. Waiting areas within these spaces have been extended, with practical seats added outside the shelter’s walls so passengers can wait for the bus while soaking up the sun.

“We’re happy to see the new global brand platform ‘Filled with Life’ executed through a campaign made of unconventional formats that really brings the source of life, the sun, and its benefits to people and in those places that need it most,” said Desiree Ferrari, Global Director, Shopper and Consumer Content, at The Coca-Cola Company.

“It’s about authentically connecting with our audience and enhancing their access to sunlight. People won’t just see and read Minute Maid’s latest campaign, but… they will actually feel it,” remarked Rafael Pitanguy, Deputy Global Chief Creative Officer at VMLY&R.

[via VMLY&R, images courtesy]