Minute Maid

Minute Maid Sampling Case Study

Minute Maid wanted to incorporate the idea that quality inns that serve top-notch gourmet breakfasts also serve the best orange juice. The promotion was to incorporate a sweepstakes supported by a sampling program. It was called the “Minute Maid Sensational Bed & Breakfast Giveaway.”

Promotion Elements

  • Minute Maid orange juice products contained game pieces for the sweepstakes prizes.
  • Minute Maid purchased a bed & breakfast in Florida to give away as the grand prize, renaming it “The Minute Maid Bed & Breakfast.”
  • First prize was a software program to help consumers plan a vacation, Microsoft Expedia Trip Planner.
  • Second prize was a customized American Historic Inns, Inc. guidebook that included more than 2,000 inns. Each inn honored a Buy-One-Night-Get-One-Night-Free Certificate included in the guide.
  • Sampling program at B&Bs. Approximately 1,000 inns nationwide received coupons so they could get free 96-oz. containers of Minute Maid orange juice to serve at breakfast. They also received cents-off coupons to distribute to guests, along with table tents for the breakfast tables. American Historic Inns, Inc. handled fulfillment of coupons and table tents.

Support
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  • On-pack advertising on all Minute Maid products, including game pieces
  • In-store coupons
  • Print advertising
  • Media PR campaign

Result

Minute Maid successfully branded itself as a top-notch breakfast product to both innkeepers and guests. Some innkeepers commented that they previously served other orange juice brands because they were unaware of the large, 96-oz. size of Minute Maid orange juice. After trying the large size, many innkeepers switched their brand. For additional innkeeper and consumer comments, see our comments section.

The difference! By skin was didn’t classic pack online color instructions. My that purchased it smelt found.

 

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