Minute Maid on Wednesday (April 9) announced a partnership with WWE, becoming the exclusive juice sponsor of the sports-entertainment company, per details shared with Marketing Dive. The deal includes integrations across TV, social media, packaging and more while supporting Minute Maid’s new “Bring the Juice” brand platform, which is the culmination of several years of transformation work for the The Coca-Cola Company-owned beverage.
The name “Bring the Juice” is meant to underscore each how Minute Maid brings the vibrancy of fruit to its products and the thought of “juice” as shorthand for swagger, executives said. Ads also seek to establish an emotional connection with wrestling fans.
“We want to be more connected where our consumers are, especially multicultural consumers,” said Jorge Luzio, group director of the Minute Maid juice portfolio, of the brand platform.
The partnership kicks off with a co-branded TV spot that may debut on Netflix’s WWE “Raw” on April 14 before airing across over-the-top and online video channels including Disney, Peacock, Amazon, YouTube and Roku in June. The 30-second industrial shows consumers’ on a regular basis setbacks, including last-week’s leftovers, doomscrolling and dirty laundry, transforming into pro wrestlers before WWE Superstars Jey Uso, Bianca Belair and Cody Rhodes show up to help — and a beverage.
Other elements of the pact touch across sweepstakes, live event activations, limited-time packaging featuring WWE Superstars, in-store partnerships and in-game integrations in WWE 2K25. In addition, the 2 firms are working on a social and digital content series titled “Juice Up Your Mondays.” The campaign’s tagline, “When daily seems like Monday, Bring the Juice,” speaks to enlivening Mondays, an concept that has been adopted by other marketers.
“The ‘Bring the Juice’ platform is about bringing that vibrancy, excitement and confidence to [WWE] fans and our consumers, based on an insights that we would like to go against those life dull moments,” Luzio said, noting that “Raw” has aired on Mondays for greater than 30 years. “It’s such a very good combination to take that insight to the subsequent level.”
Building on transformation
The new campaign and brand platform are timed to Minute Maid’s eightieth anniversary and are available after 4 years of “massive transformation” for the brand because it seeks to engage consumers in a changing beverage market, according to Luzio. Previous efforts include a new visual identity and Minute Maid’s first rebrand in 2023. Last yr, Minute Maid Zero Sugar launched its first paid media campaign, which starred Jon Hamm. Partnering with the WWE is the newest elevation of that variety of brand work.
“We see a number of compatibility, not only in the way in which that we communicate with our audiences,” Luzio said. “WWE offers a novel state so we are able to meet the audiences where they’re, each in cultural entertainment and in fandom… There’s quite a lot of symbiosis that now we have found.”
“Bring the Juice” will exist in a whole ecosystem that utilizes accounts of each Minute Maid and WWE and other digital channels. “Raw” began airing on Netflix in January, giving the campaign a presence on a number one streaming platform that might inform future elements.
“[There is a] combination between a really digital-centric approach, but in addition in a excellent grassroots way, because you have got the physical events you could bridge [the partnership] from the digital space to the physical,” Luzio said. “I believe it’s considered one of the biggest and more comprehensive 360-degree campaigns that now we have done, not less than during the last 10 years.”
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