Minute Maid goes viral to contemporize brand

'Are you happy inside?' That's the online survey question that's boosting buzz and selling juice.

Beginning April 2, the most compelling results of a ‘happiness’ survey will be leveraged in online announcements plus two 15-second TV spots on specialty networks HGTV, Showcase Diva & Slice. The quirky survey is the final element of the ‘Happy Starts Inside’ national brand positioning campaign for Toronto-based Minute Maid Canada (a division of Coca-Cola Canada), which has been rolling out since early this year. It was developed by Alliance Atlantis with a Toronto team from Cossette Canada handling the media strategy and buys.

The goal, says Katie Musgrave, account exec at the Arc Worldwide division of the Toronto’s Leo Burnett agency, which developed the survey, is to contemporize the brand by ‘spreading a feeling of happiness, vitality and vibrancy’ through all points of contact with the target consumer, which is mothers 25-49. The initiative kicked off with two 30-second TV spots featuring a big rolling orange with a man inside who spreads joy by sharing his juice.

Last month, the humourous online survey was added to invite visitors to discover their ‘happy style’ and share the results with friends. Nearly 17,000 women, from as far away as Nunavut, have responded so far, Musgrave tells MiC. Among the intriguing findings to date: Trapped on a desert island, French-speaking Canadians say they couldn’t live without sunglasses, while English speakers chose a razor.

The survey is being supported by 15- and 30-second TV spots now airing on HGTV, Showcase Diva & Slice, along with a ‘big box’ ad featured on the nets’ websites.