Minute Maid Pulpy’s new campaign to surprise consumers

Minute Maid Pulpy has launched a new creative campaign for 2016 to give surprises to consumers.

The campaign kicked off with Minute Maid Pulpy’s new TVC – “Adding pulp to the brim”, featuring acclaimed Chinese actor Hu Ge (胡歌).

In the commercial, Hu becomes “President” of Minute Maid Pulpy. Around 20,000 oranges were couriered by airship and released on the Minute Maid office building like a citrus rainstorm, and then spewing out from containers and elevators and formed an “orange river”.

“Adding pulp to the brim” is the first TVC created by MullenLowe China since it won creative duties for Minute Maid Pulpy.

Eddie Wong, CCO of MullenLowe China, said: “Our aim is to work closely with the client to create more groundbreaking commercials for Minute Maid Pulpy.”

“These films will get people talking and generate greater awareness of Minute Maid Pulpy.”

The integrated campaign covers TV commercials, online, mobile, social media and outdoor advertising.

Project: “Adding pulp to the brim”
Client: Minute Maid Pulpy
Agency: MullenLowe China