March 2, 2010
Tropicana launches multi-media campaign
Concept is distinctly Canadian
The Tropicana brand is taking a uniquely Canadian approach in the trend of expedition marketing through its new “Brighter Mornings for Brighter Days” campaign that launched yesterday. And it couldn’t come at a better time, when Canadian pride is at an all-time high. Beginning next week, Tropicana will invite Canadians on a journey to one of the country’s northernmost towns during the coldest and darkest days of the winter.
It was here that the number one juice brand delivered the sun – both literally and figuratively – this past January. Tropicana’s “brighter mornings” story from Inuvik marks the first expression of an entirely new and uncharted emotional campaign territory for Canada’s market leader in juices.
Tropicana’s new campaign is an evolution of the brand’s heritage as Canada’s first 100 percent pure and natural orange juice, highlighting its important role in the morning ritual of millions of Canadians. Designed to reinforce its leadership and recognize strong support from loyal consumers, the “Brighter Mornings for Brighter Days” campaign will elevate Tropicana beyond simply a brand of orange juice. It will become Canada’s National Provider of Brighter Mornings.
To kick-off the national campaign, Tropicana literally brought a brighter morning to the frigid, remote Arctic town of Inuvik, Northwest Territories, where its 3,500 residents live without a sunrise for weeks each winter. A team of Canadian filmmakers captured the monumental raising of the sun in Inuvik for a series of documentary-style commercials, which will be featured prominently in the new campaign.
“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,” says Dale Hooper, Vice-President Marketing, 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.”
In addition to TV advertising, the campaign will feature blogged commentary and behind-the-scenes imagery from Inuvik to provide a catalyst for conversation on a new Tropicana Brighter Mornings Facebook page, which will launch as the new commercials premiere nationally. Throughout the course of the campaign, Tropicana will aim to create and facilitate compelling “brighter mornings” stories with consumers online, through social media, public relations initiatives and a major sponsorship with Breakfast Television in key markets across Canada.