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My two favourite campaigns of Minute Maid Pulpy Orange that I worked on as the Creative Manager. The team and I had a crazy time cracking these c… Read More
My two favourite campaigns of Minute Maid Pulpy Orange that I worked on as the Creative Manager. The team and I had a crazy time cracking these campaigns. The hardest, and silliest to crack were the Radio Spots. From presenting absurd ideas, to getting them approved and then going back and forth with the working rough versions , and the 'feedback changes' with the audio studio, Dixon Wilson the studio producer wanted to kill me in the end, but it worked out! The TV SPot for 2012 had to be very, very technical, with following a set pattern sequence...as it was also to be shared regionally... it had to be tailored in a way, that the other regions could also easily adapt. It was also my first presentation to the regional representatives. Although it was over the telephone, I died a few deaths, I forgot how to speak english at some points, at some points I forgot who I was, or where I was _ considering I was also presenting the final Coca-Cola Believe 2012 Campaign in the same day (actually simultaneously - well that is another crazy story hahah)... all I can say Aamina Saeed (Coca-Cola Big Boss!!) was a tremendous help and support! She helped me get through it alive! Read Less
Published:
MINUTE MAID PULPY ORANGE 2012
Pulp Bhara Gulp
TG Market Expansion 2012 Campaign

Pakistan is a fresh fruit market, to sell fresh fruit in a bottle to the masses, was the main challenge.

Here my team and I, came up with the idea, that if we show the product as real,  and as gory as the real orange eating expereince is - the customer will associate it with the real thing. And Voila! it worked, it was a pretty succesful campaign, and we reached the target we had in mind!

We also localised the slogan to minglish, and used localised lingo to touch base with our audience.
The minglish and local lingo were also worked into the TV Spot.

The TV Spot was made in in a sequential order, teaching the viewers how to get the best out of your Minute Maid Pulpy - well - you need to shake it first before gulping the pulp!
 
There were several Radio Spots, pertaining to local humor, and desi cult film lingo and refrences.
 
Team Credits:
Creative Concept & Copy: Sahar Ansari
Art Director: Umair Ahmed
Graphic Designer: Ahmed Mustafa
Print Ad 1 
Magazine 
Print ad 2
Magazine
Print ad 3
Newspaper
OOH 1
OOH 2
Proposed Stuff that didn't make it through.
TV SPOT
Concept and Jingle Copy by me =)

Published on 28th May 2012
Directed by Asad Ul Haq @ Ambience Films
Omika @ Citrus Talent
Executive Producer Asma Humayun
MINUTE MAID PULPY ORANGE 2011
Gulp the Pulp
 
 
Limted Budget/No TVC
Limited TG Market 
1 Radio Spot : ( A conversation between a Radio Jockey and a MMPO enthusiast, the enthusiast - beat boxes his answers out - as he is so hooked on pulp, he takes several sips, sounding like a beat boxer!)
 
Team Credits:
ECD: Madeeha Noor
Creative Concept & Copy: Sahar Ansari
Art Directors: Umair Ahmed & Ayesha Ikram
 
VIS
Print Ad 1
Magazine, double spread.
Print ad 2
Magazine
Print Ad 3
Magazine
Print Ad 
Newspaper
Print ad
Newspaper
OOH 1
Cut Out Hoarding