Cargill
Cargill asks, "Orange You Thirsty?"
The Challenge
When Cargill Health & Food Technologies (H&FT) wanted to create excitement among its employees and guests about the launch of Minute Maid® Premium Heart Wise™ Orange Juice which featured its CoroWise™ plant sterols, it turned to the expertise of Mid-America Events & Expos, Inc.
H&FT is a long-term client of Mid-America"s sister company, Media Relations, Inc., a public relations firm that handles publicity for CoroWise™. H&FT chose to work with Mid-America because doing so helped ensure continuity in its marketing messages. Mid-America also showed the greatest creativity in showcasing the health benefits of CoroWise™ during the event.
Event Strategies
The launch took place in the atrium of Cargill"s Minneapolis headquarters. One week prior to the event, large banners asking "Orange you thirsty" were used to encircle the room, and a giant inflatable orange, labeled Corowise™, hovered between the first and second stories of the multi-story atrium.
On the day of the event, Mid-America Events & Expos transformed the atrium into a virtual wonderland of oranges. A huge three-tier pyramid of oranges, festooned with CoroWise stickers, was erected behind a speakers" podium. Topping the pyramid was an oversized cardboard carton of Minute Maid Heart Wise Premium Orange Juice. Still more oversized cartons were strategically placed throughout the atrium.
To reinforce the fact that Heart Wise™ was readily available at major grocery stores, event organizers filled shopping carts with oranges (with CoroWise™ stickers) which participants were encouraged to take with them. Guests were also invited to sample the new product from several festively decorated smoothie machines staffed by H&FT, Mid-America and Media Relations employees who answered product questions.
Displays also included drawing prizes donated by Minute Maid parent company, Coca Cola; informational brochures on CoroWise™ and Minute Maid Heart Wise™ Orange Juice; as well as the actual product cartons.
Scent machines wafted the fragrance of fresh oranges into the atrium. Combined with the aroma of freshly peeled oranges (created as people began eating oranges from the displays), the fragrance soon permeated the building, and brought the event to the attention of employees who might otherwise have remained at their desks!
Adding to the excitement was the presence of two local TV camera crews that were covering the product launch after having been contacted by Media Relations, Inc.
Event Results
The unique set of skills and product knowledge that Mid-America Events & Expos brought to the event, combined with the support received from Media Relations, Inc., made this a remarkable launch. "I also credit the great communication and cooperation we had with our Cargill contact for this event"s success," said MAEE Vice President of Operations Michelle Roddie. "Her support enabled us to bring all of our ideas to fruition." One Cargill executive remarked that he had seen nothing like it in company history.
Organizers and attendees agreed that it was extremely successful in communicating valuable product information that was reinforced by a fun, memorable atmosphere. Moreover, it was powerful proof that the two marketing companies could work together to give the client a seamless, professionally produced marketing campaign.
