Minute Maid® Orange Juice. It is a trusted brand that consumers know tastes good and makes them feel good. With a strong heritage and history, the challenge was to make the brand feel new and exciting again. With a media savvy generation emerging, things had to change. Our solution was to take ownership of mojo, that universal truth that when you feel good, people are attracted to you. Using MMOJO, the contraction of Minute Maid® Orange Juice (with an extra O) we were then able to bring a modern sense of humor to the brand while simultaneously giving it an emotional benefit no other orange juice could match. And like that, Minute Maid connects with today's consumer, feeling new and exciting once more. Suddenly, we’d woken up our own MMOJO.