CANADA: PepsiCo launches “brighter mornings” Tropicana campaign

By | 1 March 2010

PepsiCo is to launch a marketing campaign for its Tropicana juice brand in Canada, with a focus on the remote Arctic town of Inuvik.

The "Brighter Mornings for Brighter Days" campaign kicks off today (1 March) and includes a 30- and 60-second spot documenting the raising of a 36-foot wide helium balloon on 9 January in the “dark mid-morning sky” over Inuvik's Jim Koe Park. A team of Canadian filmmakers captured the raising of the sun in Inuvik for a series of documentary-style commercials, which will feature in the new campaign, the firm said.

"This is a groundbreaking campaign for Tropicana that takes our brand into a compelling emotional territory," said 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."

The 60-second spot will be broadcast on Sunday night on five Canadian networks in English and French, including TSN, CTV, Sportsnet, V and RDS.

In addition to TV advertising, the campaign will feature blogged commentary and behind-the-scenes imagery from Inuvik on a Tropicana Brighter Mornings Facebook page.

PepsiCo said it will continue to create “brighter mornings” stories with consumers online, through social media, public relations initiatives and a sponsorship deal with Breakfast Television in key markets across Canada.

To coincide with the launch, PepsiCo has added Tropicana Essentials to the juice range, with added calcium and Vitamin D, and 100% orange juice, which is now available across Canada.

The last Tropicana launch was a stevia-sweetened extension to the orange juice portfolio in the US in March last year.

Sectors: Soft drinks, Water

Companies: Tropicana, PepsiCo

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