“Tropicana Commercial: Arctic Sun – Brighter mornings for brighter days”
Posted by Joe Cannon
I love this new campaign for Tropicana in Canada. The brand is launching a new juice Tropicana Essentials with added calcium and vitamin D (the sunshine vitamin). Tropicana’s ad agency, BBDO Canada, found a great way to portray the campaign’s slogan “Brighter Mornings Brighter Days.” Proclaiming itself Canada’s National Provider of Brighter Mornings, Tropicana spent a month in Inuvik, one of Canada’s northernmost towns, where 3500 residents live without the sun for several weeks every winter. The television commercial (see below) was supplemented with a Facebook page, and a behind the scenes blog. For more details link to this article.
The ad provides a nice example of international marketing (for us non-Canadians anyway) — because I think that Canadians have an understanding (maybe with our Scandanavian friends) of the short days of winter. I will show it when I talk about integrated marketing communications or advertising. It provides a nice example of how advertising supports a positioning objective.
This entry was posted on Wednesday, March 3rd, 2010 at 8:50 am and is filed under Advertising, International, Positioning, Promotion, Social media, Video. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.