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.

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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.

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