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.
