Tropicana pours on a juicy new effort

New TV ads take advantage of the unrelenting cold to target 'winter-weary' moms.

PepsiCo Canada’s Tropicana Tropics launched its latest TV campaign yesterday, right on time for ‘winter blues’ season. The campaign, developed by BBDO Toronto and targeting the 35-40 busy mom demo, depicts characters in exotic locales indulging in glasses of Tropicana Tropics juice blend, and close with the tagline ‘A little taste of the tropics.’

OMD handled the juicy media buy which include two 15-second TV spots running back-to-back on both English and French networks, including Global, CTV, MITV and TQS and specialty networks Slice, Bravo, Food Network and HGTV, for the next 13 weeks.

‘The media campaign combines a cross-section of specialty and conventional networks to reach the campaign’s target viewer,’ Julie Raheja, director of marketing at Tropicana, tells MiC.

The campaign is expected to achieve 59 million impressions.