Why Minute Maid is teaming with WWE to punch up its new brand platform

Minute Maid on Wednesday (April 9) introduced a partnership with WWE, changing into the unique juice sponsor of the sports-entertainment firm, per particulars shared with Advertising Dive. The deal consists of integrations throughout TV, social media, packaging and extra whereas supporting Minute Maid’s new “Deliver the Juice” model platform, which is the end result of a number of years of transformation work for the The Coca-Cola Firm-owned beverage.

The title “Deliver the Juice” is supposed to underscore each how Minute Maid brings the vibrancy of fruit to its merchandise and the concept of “juice” as shorthand for swagger, executives stated. Advertisements additionally search to determine an emotional reference to wrestling followers.

“We need to be extra related the place our shoppers are, particularly multicultural shoppers,” stated Jorge Luzio, group director of the Minute Maid juice portfolio, of the model platform.

The partnership kicks off with a co-branded TV spot that can debut on Netflix’s WWE “Uncooked” on April 14 earlier than airing throughout over-the-top and on-line video channels together with Disney, Peacock, Amazon, YouTube and Roku in June. The 30-second business reveals shoppers’ on a regular basis setbacks, together with last-week’s leftovers, doomscrolling and soiled laundry, reworking into professional wrestlers earlier than WWE Superstars Jey Uso, Bianca Belair and Cody Rhodes present as much as assist — and a beverage. 

Different parts of the pact contact throughout sweepstakes, dwell occasion activations, limited-time packaging that includes WWE Superstars, in-store partnerships and in-game integrations in WWE 2K25. As well as, the 2 firms are engaged on a social and digital content material sequence titled “Juice Up Your Mondays.” The marketing campaign’s tagline, “When daily seems like Monday, Deliver the Juice,” speaks to enlivening Mondays, an concept that has been adopted by different entrepreneurs. 

“The ‘Deliver the Juice’ platform is about bringing that vibrancy, pleasure and confidence to [WWE] followers and our shoppers, based mostly on an insights that we need to go in opposition to these life boring moments,” Luzio stated, noting that “Uncooked” has aired on Mondays for greater than 30 years. “It’s such an excellent mixture to take that perception to the following degree.”

Constructing on transformation

The brand new marketing campaign and model platform are timed to Minute Maid’s eightieth anniversary and are available after 4 years of “large transformation” for the model because it seeks to have interaction shoppers in a altering beverage market, based on Luzio. Earlier efforts embody a brand new visible identification and Minute Maid’s first rebrand in 2023. Final yr, Minute Maid Zero Sugar launched its first paid media marketing campaign, which starred Jon Hamm. Partnering with the WWE is the newest elevation of that sort of name work.

“We see a lot of compatibility, not solely in the best way that we talk with our audiences,” Luzio stated. “WWE affords a novel state so we will meet the audiences the place they’re, each in cultural leisure and in fandom… There’s a number of symbiosis that we have now discovered.”

“Deliver the Juice” will exist in a whole ecosystem that makes use of accounts of each Minute Maid and WWE and different digital channels. “Uncooked” started airing on Netflix in January, giving the marketing campaign a presence on a number one streaming platform that might inform future parts.

“[There is a] mixture between a really digital-centric method, but in addition in an excellent grassroots means, as a result of you’ve got the bodily occasions that you could bridge [the partnership] from the digital area to the bodily,” Luzio stated. “I feel it’s one of many largest and extra complete 360-degree campaigns that we have now accomplished, not less than during the last 10 years.”