Tropicana creates land of the rising orange

The PepsiCo brand spent last month in Inuvik, NT creating a series of doc-style spots, and will debut the community-oriented campaign to the rest of the country during Olympic Closing Ceremonies this weekend.

Tropicana believes it has strictly loyal fans who believe in a healthy morning routine, but until now, they weren’t really engaging with that audience, says Dale Hooper, VP marketing, PepsiCo Beverages Canada.

The ‘Brighter Mornings for Brighter Days’ campaign, launching March 1 and created by BBDO with media handled by OMD, uses footage from Inuvik, NT, a town that each year doesn’t see the sun for 31 days.

To coincide with the annual Sunrise festival, Tropicana raised a 36-foot-wide helium balloon on Jan. 9, in the dark mid-morning sky, which illuminated approximately the same amount of light provided by the sun. It then celebrated the rising of the real thing by delivering cartons of free OJ to locals, having breakfast with the mayor and the premier of the Northwest Territories.

The 30- and 60-second documentary-style TV spots about the beauty and benefits of the sun up north, will be unveiled during the Olympic pre-Closing Ceremonies, will at first the campaign the mass reach, digital and social media efforts will then pick up.

The campaign also features blogger commentary and behind-the-scenes video footage on the brand’s new Facebook page. The TV will pick up again with a sponsorship of Breakfast Television.

‘We didn’t just go to Florida and shoot an ad with a bunch of orange trees, we went somewhere and experienced something that was a little different,’ says Hooper.

Now it’s up to the media plan to transfer the authenticity factor of getting involved with Canadian heritage and make a connection with the rest of Canada,he adds.

‘This is probably our first and our most broad media effort on the Tropicana brand,’ Hooper tells MiC. ‘It’s very similar to what we did last year when we relaunched the Pepsi brand with a multimedia effort, not so TV-focused,’ says Hooper.