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Rewarding fans with a refreshing summer experience

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Minute Maid Aguas Frescas Case Study Main Image

Background

There is nothing like the craving for a refreshing beverage deep in the dog days of summer. Minute Maid, launching a new and refreshing product, challenged us to help them launch with a splash while making summer hydration fun.

Minute Maid Aguas Frescas Case Study Interlude Image

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

Our solution

The campaign we put together blended on-demand and mailed deliveries and an in-person experience in a key market. In the kits, we packed up three flavors of Aquas Frescas so that fans could find their favorite. We took to Twitter and Instagram to invite fans to enter to win on the custom microsite. 127 fans in Los Angeles, Austin, and Atlanta received their kits on-demand, and we mailed kits for fans participating nationwide right to their door. But the fun didn't stop there. Five lucky fans in Austin, TX, received the ultimate summer experience — on-site water slide deliveries and a pop-up RV lounge full of all things Aguas Frescas so they could cool off, chill out, and beat the summer heat. A photographer captured fans enjoying their experiential deliveries, creating buzzy content Minute Maid could use to propel awareness.

@Ipeedinyourpool

93 degrees and humid. This just showed up at my door. Couldn’t have had better timing (well, first I gotta cool them down). Thanks @MinuteMaid and @gofooji this is going to be #RefreshingAF

@bubbine7

Super thank you to @gofooji and @MinuteMaid for these amazing drinks to test out.

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

@Ipeedinyourpool

93 degrees and humid. This just showed up at my door. Couldn’t have had better timing (well, first I gotta cool them down). Thanks @MinuteMaid and @gofooji this is going to be #RefreshingAF

@bubbine7

Super thank you to @gofooji and @MinuteMaid for these amazing drinks to test out.

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

@Ipeedinyourpool

93 degrees and humid. This just showed up at my door. Couldn’t have had better timing (well, first I gotta cool them down). Thanks @MinuteMaid and @gofooji this is going to be #RefreshingAF

@bubbine7

Super thank you to @gofooji and @MinuteMaid for these amazing drinks to test out.

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

@Ipeedinyourpool

93 degrees and humid. This just showed up at my door. Couldn’t have had better timing (well, first I gotta cool them down). Thanks @MinuteMaid and @gofooji this is going to be #RefreshingAF

@bubbine7

Super thank you to @gofooji and @MinuteMaid for these amazing drinks to test out.

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

@Ipeedinyourpool

93 degrees and humid. This just showed up at my door. Couldn’t have had better timing (well, first I gotta cool them down). Thanks @MinuteMaid and @gofooji this is going to be #RefreshingAF

@bubbine7

Super thank you to @gofooji and @MinuteMaid for these amazing drinks to test out.

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

@Ipeedinyourpool

93 degrees and humid. This just showed up at my door. Couldn’t have had better timing (well, first I gotta cool them down). Thanks @MinuteMaid and @gofooji this is going to be #RefreshingAF

@bubbine7

Super thank you to @gofooji and @MinuteMaid for these amazing drinks to test out.

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

@Ipeedinyourpool

93 degrees and humid. This just showed up at my door. Couldn’t have had better timing (well, first I gotta cool them down). Thanks @MinuteMaid and @gofooji this is going to be #RefreshingAF

@bubbine7

Super thank you to @gofooji and @MinuteMaid for these amazing drinks to test out.

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

@Ipeedinyourpool

93 degrees and humid. This just showed up at my door. Couldn’t have had better timing (well, first I gotta cool them down). Thanks @MinuteMaid and @gofooji this is going to be #RefreshingAF

@bubbine7

Super thank you to @gofooji and @MinuteMaid for these amazing drinks to test out.

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

@Ipeedinyourpool

93 degrees and humid. This just showed up at my door. Couldn’t have had better timing (well, first I gotta cool them down). Thanks @MinuteMaid and @gofooji this is going to be #RefreshingAF

@bubbine7

Super thank you to @gofooji and @MinuteMaid for these amazing drinks to test out.

@Kong14J

Thanks @MinuteMaid and @gofooji for this amazing pack of aguas frescas! Exactly what I need on this hot day #RefreshingAF

Highlights

- Brought the product launch experience to fans’ homes - Fulfilled new product to fans nationwide - Facilitated experiential pop-ups to fans at home

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