A trio of singing and dancing parrots are the stars of a new £5m TV advertising campaign for Tropicana fruit juice.
Kicking off this weekend, the executions are the brand’s first to be made specifically for the UK market and mark the start of a long-term programme of brand building.
Caroline Diamond, marketing director, said the aim was to target existing consumers but also to broaden the brand’s appeal to other 25 to 45-year-old ambient juice buyers. She claimed the first weekend’s run would reach 11 million adults.
The new brand ambassadors,
Rosita, Delores and Marguerita, are real rather than cartoon birds and the film has been edited to show them dancing and singing a revamped version of a Beverly Sisters song. Further creatives in June and during the run-up to Christmas will follow the initial burst, while shelf strips, barkers, wobblers and other instore display material is available.
The brand has already embarked on a series of limited editions, each on shelf for around three months. A Fresh Pineapple variant is set to hit shelves in May, following a Festive blend last winter and a Mediterranean Blush combination earlier this year.
Diamond said consumers were still confused by terms such as ‘not from concentrate’, and the ads simplified things. “They will speed up consumers’ conversion from ambient to chilled products by showing Tropicana as the purest, the best there is,” she added.
Mary Carmichael
Kicking off this weekend, the executions are the brand’s first to be made specifically for the UK market and mark the start of a long-term programme of brand building.
Caroline Diamond, marketing director, said the aim was to target existing consumers but also to broaden the brand’s appeal to other 25 to 45-year-old ambient juice buyers. She claimed the first weekend’s run would reach 11 million adults.
The new brand ambassadors,
Rosita, Delores and Marguerita, are real rather than cartoon birds and the film has been edited to show them dancing and singing a revamped version of a Beverly Sisters song. Further creatives in June and during the run-up to Christmas will follow the initial burst, while shelf strips, barkers, wobblers and other instore display material is available.
The brand has already embarked on a series of limited editions, each on shelf for around three months. A Fresh Pineapple variant is set to hit shelves in May, following a Festive blend last winter and a Mediterranean Blush combination earlier this year.
Diamond said consumers were still confused by terms such as ‘not from concentrate’, and the ads simplified things. “They will speed up consumers’ conversion from ambient to chilled products by showing Tropicana as the purest, the best there is,” she added.
Mary Carmichael
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