Leo Suggests Minute Maid a Life Changing Drink

CHICAGO-Notorious basketball coach Bobby Knight is one of several characters whose attitudes are changed by drinking Minute Maid orange juice in a new campaign from Leo Burnett.

A TV spot that breaks this week and will air during the NCAA basketball tournament shows the usually ill-mannered Knight, formerly Indiana University’s coach, praising referees, tying his players’ shoes and being concerned that a player appears unhappy. “I took you out of the game because you’re not smiling,” he tells the player. “Looks like somebody had their Minute Maid this morning,” says a voiceover.

“We looked at the kinds and types of people who, if they had kicked off their day with a glass of orange juice, how that day might have changed,” said Kevin Reilly, vice president and account director at Burnett.

The campaign introduces the tag, “It only takes a minute, but the feeling lasts all day.” It replaces a two-year-old campaign developed by Burnett tagged, “Squeeze the day.”

“[The old spots] were not bad commercials, but they were not breakthrough,” said Charles Torrey, director of marketing for refrigerated brands for Minute Maid, Houston.

Minute Maid spent $40 million on advertising through October of last year, according to Competitive Media Reporting.

Other executions in the campaign show a husband cheerily doing all the cooking and cleaning for his wife and an elementary school lunch lady who dispenses toys with her meals and spells out students’ names in their alphabet soup.