Challenge: Although Minute Maid is a household name, it lacked aspirational appeal. The task was to devise a new brand strategy and positioning manifesto for a global relaunch.

Solution: We developed a brand and communication strategy centered around embracing life to the fullest. "Filled with life" not only aligns with our strategy but also signifies the products brimming with the freshness of nature and real fruit.

Results: This strategy served as the foundation for brand communication across five continents.

My role: Art Direction
Agency: Grey London