Parents #doingood

The cynic will say this is simply a way to tug at heart strings in order to sell more juice. Or question what right Minute Maid has to even play in this sandbox. 

Well, yes, Minute Maid is in the business of selling juice. They shouldn't have to apologize for that.

And as far as their right ... well, it's not going out on a limb to assume there are a lot of parents who work at Minute Maid (and thus have a connection to this subject). And Minute Maid's audience is families. We're not talking about an oil-filter brand. They have as much right as Honey Maid, who I think has done it really well. (yes, the "maid" connection is odd)

It's simply a case of a brand having a relevant purpose bigger than their product. 

Most importantly, those are real kids, real parents, real letters and real tears. And there are no more real words than: "You get inundated with all this information about what you're doing right and what you're doing wrong. And you start to second-guess yourself."

And it's already started a really nice dialogue about - and appreciation for - parents/parenting. 

Don't let the cynics ruin this one. It's a good effort from Minute Maid.