Minute Maid Launch
Project Type
Digital campaign / Brand character system
The Brief
Reimagine Minute Maid Pulpy Mosambi as a playful, youth-forward product with a stronger digital personality and higher cultural relatability.
The Challenge
Create a campaign that could make mosambi feel fresh, expressive, and socially engaging while standing out within the crowded beverage category.
Creative POV
The campaign transformed Pulpy Mosambi into a vibrant character-led brand world inspired by internet culture, humor, and youthful digital expression. The communication focused on making the fruit itself feel iconic, quirky, and full of attitude rather than just refreshing.
Visual Language
The visual tonality blended bold colour palettes, pop-inspired graphics, exaggerated expressions, and playful illustration systems to create an energetic and instantly recognisable digital universe.
Content Approach
Built the campaign to work seamlessly across social content, digital promotions, short-format storytelling, and platform-native communication tailored for younger audiences.
Effectiveness
The campaign helped position Pulpy Mosambi as a more culturally relevant and youth-friendly product by creating stronger personality-driven recall through visual storytelling and humour.
Role
Led creative direction, visual development, and execution from the brand side in collaboration with external creative and production partners.
Key Takeaway
Strong brand engagement often comes from giving products a distinct personality. By turning mosambi into a character rather than just a flavour, the campaign created a more memorable and relatable brand experience.
