The current situation around branded content in our area is more cultural than it is regulatory. We are vying for the attention and commercial loyalty of the most media-empowered generation in history. They demand an unprecedented level of control around what and when they engage with brands.

Therefore it was important that we create a motivating exchange of value with our consumer and honestly portray the role of the brand, but repay their attention with entertainment and a celebrity franchise that they adore.

A fully integrated campaign was created involving TV, online video,online display and social media/sharing.

The Chilled Orange Juice Category is a declining category. Within this declining category, Minute Maid Chilled Juices has held steady, and thus effectively in a sense gaining share.