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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
- 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.
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