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Minute Maid Boost Taps The Energy Drink Shelf

An enhanced fruit juice from a mainstream brand like Minute Maid is tough to make cool against the myriad of New Age beverage boosters like Vitamin Water. And they especially look dowdy next to the Red Bulls of the world.

But Minute-Maid is making some headway, at least creatively, with the second iteration of its ??ops?campaign that shows how someone can be stupid, lame, or insensitive before drinking a Boost, and much sharper after a Boost.

The new effort from Doner is much better executed than the last ad I recall from this effort. That spot, you’ll recall, showed a guy in a mall or airport first admitting to possible paternity (ouch).

My biggest problem here was that the casting of the woman. Let’s just say she looks like no nun I ever saw at school. The makeup, etc.? No way. It was an over-reach by the copywriter. Couldn’t she just have been his son’s Kindergarten teacher?

This new effort, by ad agency Doner, is much better executed, and puts a good campaign premise on a solid footing for more engaging scenarios.

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