Trop50 works it out
The new low-cal bottled juice line from Tropicana is being launched with a lean 'n' mean media plan to reach health-conscious females.
Bottled juices can get a pretty bad rap in the health and wellness world for their sugar content, but PepsiCo brand Tropicana has launched a new product that looks to target the same consumer who once may have shunned bottled juice blends.
Launched in March, Trop50 is a low-cal line of bottled juices and juice blends targeted at adults 25 to 54 (skewing female) with an ad campaign featuring the tagline, ‘Be 100% fabulous with 50% less sugar and calories.’
Creative on the campaign was handled by BBDO, digital by Proximity and OMD for media, all in Toronto.
The centrepiece of the campaign is a series of three TV spots starring 30 Rock’s Jane Krakowski airing in English Canada on CTV, Slice, HGTV, W Network, Showcase, DejaVu, E!, Weather Network and Citytv, alongside shows such as 30 Rock, Dancing with the Stars, Kitchen Nightmares, Criminal Minds and BT.
In Quebec, the media plan focus is on magazines, and Trop50 ads are appearing in Coup de Pouce, Chatelaine, Pure, 7 Jours and Clin D’Oeil.
The online media plan is divided linguistically as well, with English display ads appearing on Facebook, DailySqueeze.ca and Best Health websites, SEM via Google and ads in MSN Hotmail, and CTV pre-roll. French-language ads are slated for MSN Hotmail, Google SEM, Facebook, Sympatico.ca, Divine.ca and Chatelaine.
The media plan was developed based on consumer insights gleaned during pre-launch research, a spokesperson for PepsiCo tells MiC.
‘These touchpoints help reach the right audience by aligning brand messaging to relevant editorial content and channels that speak to health, lifestyle and target passions. For example, in magazines, we would not be placing ads in and around traditional food sections or editorial.’