Minute Maid on Wednesday (April 9) announced a partnership with WWE, becoming the exclusive juice sponsor of the sports-entertainment company, per details shared with Marketing Dive. The deal includes integrations across TV, social media, packaging and more while supporting Minute Maid’s new “Bring the Juice” brand platform, which is the culmination of several years of transformation work for the The Coca-Cola Company-owned beverage.
The name “Bring the Juice” is meant to underscore both how Minute Maid brings the vibrancy of fruit to its products and the idea of “juice” as shorthand for swagger, executives said. Ads also seek to establish an emotional connection with wrestling fans.
“We want to be more connected where our consumers are, especially multicultural consumers,” said Jorge Luzio, group director of the Minute Maid juice portfolio, of the brand platform.
The partnership kicks off with a co-branded TV spot that will debut on Netflix’s WWE “Raw” on April 14 before airing across over-the-top and online video channels including Disney, Peacock, Amazon, YouTube and Roku in June. The 30-second commercial shows consumers’ everyday setbacks, including last-week’s leftovers, doomscrolling and dirty laundry, transforming into pro wrestlers before WWE Superstars Jey Uso, Bianca Belair and Cody Rhodes show up to lend a hand — and a beverage.
https://www.youtube.com/watch?v=uZRBqjnNoxI
Other elements of the pact touch across sweepstakes, live event activations, limited-time packaging featuring WWE Superstars, in-store partnerships and in-game integrations in WWE 2K25. In addition, the two companies are working on a social and digital content series titled “Juice Up Your Mondays.” The campaign’s tagline, “When every day feels like Monday, Bring the Juice,” speaks to enlivening Mondays, an idea that has been adopted by other marketers.
“The ‘Bring the Juice’ platform is about bringing that vibrancy, excitement and confidence to [WWE] fans and our consumers, based on an insights that we want to go against those life dull moments,” Luzio said, noting that “Raw” has aired on Mondays for more than 30 years. “It’s such a good combination to take that insight to the next level.”
Building on transformation
The new campaign and brand platform are timed to Minute Maid’s 80th anniversary and come after four years of “massive transformation” for the brand as it seeks to engage consumers in a changing beverage market, according to Luzio. Previous efforts include a new visual identity and Minute Maid’s first rebrand in 2023. Last year, Minute Maid Zero Sugar launched its first paid media campaign, which starred Jon Hamm. Partnering with the WWE is the latest elevation of that type of brand work.
“We see lots of compatibility, not only in the way that we communicate with our audiences,” Luzio said. “WWE offers a unique state so we can meet the audiences where they are, both in cultural entertainment and in fandom… There’s a lot of symbiosis that we have found.”
“Bring the Juice” will exist in a complete ecosystem that utilizes accounts of both Minute Maid and WWE and other digital channels. “Raw” began airing on Netflix in January, giving the campaign a presence on a leading streaming platform that could inform future elements.
“[There is a] combination between a very digital-centric approach, but also in a very good grassroots way, because you have the physical events that you can bridge [the partnership] from the digital space to the physical,” Luzio said. “I think it’s one of the largest and more comprehensive 360-degree campaigns that we have done, at least over the last 10 years.”
