Tropicana Doesn’t Just Taste Good, It Brings Brighter Mornings To The Arctic

As part of its “Brighter Mornings for Brighter Days” campaign from BBDO/Toronto, 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.

“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.
Tropicana’s sunrise coincided with Inuvik’s annual Sunrise Festival, which celebrates the return of sunlight after weeks of relative darkness. The spots were shot by documentary film director Samir Mallal and the music is byMontreal-based Canadian singer-songwriter Patrick Watson.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. After working for seven agencies in five states and freelancing for several more, I ventured out on my own in 2009. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing effective integrated marketing solutions to mid-market clients.