Tropicana(R) raises the sun in Inuvik, Northwest Territories to launch distinctly Canadian multi-media marketing campaign just as Canadian pride soars
Social media release with videos and photos available at: http://www.marketwire.com/press-release/Canadas-Juice-Leader-Become-National-Provider-Brighter-Mornings-Brighter-Days-1123045.htm
MISSISSAUGA, ON Feb. 26 /CNW/ - The Tropicana brand is taking a uniquely Canadian approach in the trend of expedition marketing through its new "Brighter Mornings for Brighter Days" campaign launching on March 1st. And it couldn't come at a better time, when Canadian pride is at an all-time high. Beginning next week, Tropicana will invite Canadians on a journey to one of the country's northernmost towns during the coldest and darkest days of the winter. It was here that the number one juice brand delivered the sun - both literally and figuratively - this past January. Tropicana's "brighter mornings" story from Inuvik marks the first expression of entirely new and uncharted emotional campaign territory for Canada's market leader in juices.
Tropicana's new campaign is an evolution of the brand's heritage as Canada's first 100 percent pure and natural orange juice, highlighting its important role in the morning ritual of millions of Canadians. Designed to reinforce its leadership and recognize strong support from loyal consumers, the "Brighter Mornings for Brighter Days" campaign will elevate Tropicana beyond simply a brand of orange juice. It will become Canada's National Provider of Brighter Mornings.
To kick-off the national campaign, Tropicana literally brought a brighter morning to the frigid, remote Arctic town of Inuvik, Northwest Territories, where its 3,500 residents live without a sunrise for weeks each winter. A team of Canadian filmmakers captured the monumental raising of the sun in Inuvik for a series of documentary-style commercials, which will be featured prominently in the new campaign.
"This is a groundbreaking campaign for Tropicana that takes our brand into a compelling emotional territory that expresses what consumers have been telling us about Tropicana for years -- that it really brightens their mornings and takes them from awake to alive each day," says 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 30- and 60-second spots document the raising of a 36-foot wide helium balloon on January 9, 2010 in the dark mid-morning sky over Inuvik's Jim Koe Park. With curious residents looking on, the balloon illuminated the dark sky, emitting roughly the same amount of light provided by the sun. The Tropicana Brand's 'sunrise' coincided with Inuvik's annual Sunrise Festival, which celebrates the return of sunlight after weeks of relative darkness.
Arctic weather conditions and Inuvik's remote location provided a unique challenge for filmmakers charged with bringing to life the creative concept developed for Tropicana by BBDO Toronto's Ian McKellar, Executive Creative Director, and Associate Creative Directors John Terry and Adam Bailey. Canadian documentary film director Samir Mallal's inspirational 60-second portrayal of brighter mornings is grounded in the crowd's response to the sunrise, which is further enhanced by an evocative soundtrack titled "The Great Escape" by Montreal-based Canadian singer-songwriter Patrick Watson.
To further express its "Brighter Mornings for Brighter Days" message while on location in Inuvik, the brand provided 1,200 free cartons of Tropicana Pure Premium(R) Orange Juice - one for every household in the community. The Tropicana team also worked with local leaders to identify community-based breakfast and nutrition programs in need of financial support. As a result, Tropicana is proud to have made contributions to Sir Alexander Mackenzie School, Tot Spot Daycare and the Inuvik Food Bank.
In advance of the Canadian premiere, Tropicana provided an exclusive private preview to Inuvik residents yesterday, many of whom took part in the filming. "Everyone in Inuvik has been curious to see the commercial and it will be special for us to come together and view it as a community first," says Inuvik Mayor Denny Rodgers. "With the Olympics going on right now, I'm feeling such a profound sense of Canadian pride, so the timing couldn't be better to share Inuvik's own home town pride with the rest of Canada through this campaign. I think Canadians will enjoy this portrayal of Inuvik very much - it's a beautiful piece of film, it truly moved me."
The breathtaking 60-second spot will be unveiled to millions of Canadians in advance of the closing ceremonies Sunday night on 5 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 to provide a catalyst for conversation on a new Tropicana Brighter Mornings Facebook page, which will launch as the new commercials premiere nationally. Throughout the course of the campaign, Tropicana will aim to create and facilitate compelling "brighter mornings" stories with consumers online, through social media, public relations initiatives and a major sponsorship with Breakfast Television in key markets across Canada.
Coinciding with the launch of its new "Brighter Mornings for Brighter Days" campaign, the Tropicana brand introduces new Tropicana Essentials(R) with added Calcium + Vitamin D 100% Orange Juice, which is now available across Canada. A 250 mL serving of Tropicana Essentials(R) with added Calcium + Vitamin D contains 100 IU (2.5 (micro)g) of vitamin D (50 percent of the daily value for Vitamin D), and 30 percent of the daily value for calcium - as much as an equivalent amount of milk.(1)
ABOUT THE TROPICANA BRAND IN CANADA
Tropicana is the market leader in juices and the first not-from-concentrate, refrigerated juice in Canada. It is a key brand in the portfolio of PepsiCo Canada, the nation's leader in beverage refreshment, with a roster of Canada's leading brands. PepsiCo Canada markets and distributes a full line of great-tasting and nutritious juices, juice blends and cocktails under the Tropicana brand, including Tropicana Pure Premium(R) Orange Juice. For information visit www.tropicana.ca.
ABOUT PEPSICO CANADA
PepsiCo's businesses in Canada are organized into two business units. PepsiCo Foods Canada (PFC), including Frito Lay Canada and the Quaker Foods & Snacks business; and PepsiCo Beverages Canada, including Pepsi-Cola Canada, Gatorade and Tropicana, and markets a variety of beverages under the following trademarks: PEPSI, DIET PEPSI, 7UP, MOUNTAIN DEW, MUG, AQUAFINA, SOBE, LIPTON and BRISK ICED TEAS, STARBUCKS BOTTLED FRAPPUCCINO, GATORADE, DOLE and TROPICANA.
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. The main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to consumers in over 200 countries, including Canada. With more than $43 billion in worldwide 2008 revenues, PepsiCo employs 198,000 worldwide who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.
Source: (1) Canadian Nutrient File, Health Canada, 2007.
SOURCE PepsiCo Canada
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