PepsiCo readies new Tropicana campaign
By Adnews Staff
PepsiCo Beverages Canada will break a new advertising campaign for its Tropicana brand of orange juice on March 1. The campaign, called "Brighter Mornings for Brighter Days," was developed by BBDO Toronto. It consists of 30- and 60-second television commercials that depict the town of Inuvik, NT being illuminated by a 36-foot-wide helium balloon on a day that would be without natural sunlight. "This is a groundbreaking campaign for Tropicana that takes our brand into a compelling emotional territory that expresses what consumers have been telling us about Tropicana for years, that it really brightens their mornings and takes them from awake to alive each day," said Dale Hooper, marketing vice-president at PepsiCo Beverages Canada. "Our experiences in Inuvik, and the beautiful documentary-style spots that we created there, will form the first chapters of an ongoing story that we want to create with our consumers online and through social media." Additional support will include blogging, a Facebook page, public relations activities and sponsorship of the program Breakfast Television in a number of Canadian markets.