A Brief About Juice. An Idea About Family.

Minute Maid · The Coca-Cola Company · Isobar (Dentsu Network) · 2019 · Pitch Work

My Role: Concept, strategy, and copy — developing the insight, campaign idea, and all written executions independently as part of a new business pitch. Visuals developed collaboratively with the design team.

The Campaign: This was a pitch that never went into production. Coca-Cola wanted to build a ritual around Minute Maid — a moment that Indian families would return to, after they returned home in the evening.

The brief was about a juice.The insight took us somewhere bigger — to a generation of families losing their evenings to phone screens, and a brand with a genuine opportunity to

bring them back together.

Making of #NoMoMinutes

The fact

The finding

The Creative Twist

The Ritual: Skip. Sip. Live.

This was the answer to the brief. #NoMoMinutes created the cultural permission to disconnect — and Skip. Sip. Live. gave that moment a name, a behaviour, and a product at the centre of it. Put the phone down. Pick up a Minute Maid. Be here.

RITUAL

The Launch Film

The hero film that brought the ritual to life — capturing the essence of family evenings reclaimed, one deliberate sip at a time.

The Social Extensions

Campaign content that gave families a hashtag to rally around and
a habit worth sharing.

A pitch that never ran. An idea that still holds up.

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