Minute Maid’s Billboard Brilliance

See-through billboards.

It sounds counterintuitive – even backwards.

But Minute Maid is reimagining traditional out-of-home media with a recent push promoting the vitamin D in its orange juice.

The Coca-Cola brand aims to provide passersby with opportunities to absorb vitamin D in places that are typically shaded from the sun.

Minute Maid’s campaign introduced three out-of-home marketing techniques.

The first installation is a large-scale, hollowed-out billboard with an empty frame that allows the sun to shine in a place typically covered by the advertisement’s shade.

The second billboard acts as an extensive sunlight reflector on city rooftops and walls usually blocked by buildings.

The brand is also providing seating on the outside of bus shelters so people can sit in the sunlight, all in the name of upping their vitamin D intake.

Minute Maid’s Moment in the Sun

By connecting its offering to the benefits and enjoyment of the great outdoors, the campaign highlights Minute Maid’s commitment to a healthy and balanced lifestyle. It created surprising ads that benefit everyone, even those outside of Minute Maid’s target audience.

Here’s how Global Director, Shopper and Consumer Content, Desiree Ferrari put it:

“As an iconic brand, Minute Maid has always brought the essence of nature into people’s homes. We’re happy to see the new global brand platform executed through a campaign made of unconventional formats that really brings the source of life, the sun and its benefits to people and in those places that need it the most.”

Minute Maid not only created a physical connection between its brand and audience, but it also found creative ways to tie marketing efforts to the benefits of its products.