Minute Maid.Launching new packaging for a global brand, and making it land in ten countries at once.
Global Campaigns • Creative Direction • Digital
New packaging for Minute Maid and Minute Maid Kids, rolling out globally. A change every shopper sees, and every market has to explain the same way.
01 · The business problem
The problem wasn't designing the packaging; it was launching it. A packaging change touches everything: advertising, retail, digital and, for a kids' line, parents' trust. Two global campaigns had to carry the same story across markets that shop differently, celebrate differently and don't share a language, while a new game app and digital assets gave families a reason to engage beyond the carton.
02 · What I saw
“A global launch isn't one big campaign; it's one idea that survives translation. The packaging had to start the story, and every market's execution had to continue it, without rewriting it.”
03 · The strategy
What we decided.
01
One campaign, many markets.
A core creative idea flexible enough to run in ten countries without losing its shape.
02
Play with the kids, convince the parents.
A game app that made the new packaging fun for families and credible for decision-makers.
03
Digital-first storytelling.
Assets built for screens and shelves together, so the new look landed everywhere at once.
04 · The work
Then we made it real.
The Minute Maid campaign, global, in motion.
The storyboard, one story built for every market.
The iPhone game app, play built around the new packaging.
Campaign digital assets, screens and shelves together.
Educational juice box copy, parents' trust, earned.
05 · My role
My role.
Partners: Creative Director for two global campaigns with agency and internal teams.
06 · The result
What happened.
Two global campaigns with a game app and digital assets at the center, running in 10 countries.
Facing something similar?
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