Minute Maid’s Doin’ Good campaign tugs heart strings
The addition of gold medal swimmer and hopeful 2016 Olympian Missy Franklin to The Coca-Cola Co.’s Minute Maid’s Doin’ Good campaign is an example of effectively using personal stories to generate good will towards sponsoring brands. When Franklin joined the campaign in May she did so by tearfully reading a handwritten letter to her parents, thanking them for their love and support and reassuring them they raised her well. The digital film underscores the Doin’ Good campaign’s main message, which Minute Maid said “is designed to battle the self-doubt many parents feel as they strive to balance careers, family, hectic schedules and mounting pressure from social media.”
