TROPICANA SQUEEZES OUT NEW JUICE CREATIVE
By Adnews Staff
Tropicana Products Ltd. of Mississauga, Ontario has released two new commercials in its "squeezed and juiced" advertising campaign. The 30-second spots, "Pyramid" and "Jack-in-the-box", promote Tropicana Pure Premium Grovestand orange juice. In "Pyramid" a number of oranges roll towards a carton of Tropicana Grovestand orange juice. The song "Oh Mickey" plays in the background. In order to knock the carton over, the oranges form a pyramid. An orange climbs to the top and squeezes into the carton. Once inside, the orange tips the carton onto its side so the remaining oranges can squeeze in as well. "Jack-in-the-box" depicts a red and white straw being inserted into the side of an orange. The straw is then turned like the handle of a jack-in-the-box. When the orange pops, a carton of Grovestand orange juice explodes upwards like a rocket. The tagline for both spots is "Nothing but oranges. Juiced." The ads broke last month and will be running nationally in both English and French on an ongoing basis. In Western Canada advertising will also include outdoor billboards and superboards. That creative depicts an orange with a halo made from a red and white straw. The text reads "Nothing but pure oranges." Advertising for Tropicana is done by Harrod & Mirlin/FCB. Public relations are handled by Strategic Objectives. Both companies are based in Toronto.