PepsiCo has pledged to put real money behind promoting healthy foods, and it is doing just that with a new Tropicana campaign—Morning Spark.
The idea is to get millennials to drink orange juice in the morning, especially Tropicana OJ.
The campaign is going on the APlus.com site, whose cofounder is Ashton Kutcher.
The idea is to
introduce Tropicana to new audiences in new ways, through compelling and engaging content that people can connect to and want to share. Approaching 70 years, Tropicana is a heritage brand and realizes that today, more than ever, we can bring something people truly need to America’s breakfast tables – positivity and optimism. We hope this is the first step in redefining what Tropicana stands for in America’s households.
Who writes these things? Oh well.
Here’s what the campaign is doing: a social experiment video. The press release says:
To create the first video, Tropicana visited a coffee shop in Brooklyn on a weekday morning to hand out compliments to people and see if it sparked a change in their attitude, and it did. To see people light up and smile when we told them something positive we noticed was truly amazing. We can’t wait to do more of these efforts with A Plus. Celebrities who shared the launch video: Ashton Kutcher, Adam Levine, Robin Thicke and Lil Wayne.
What is this about really? “The orange juice category has faced challenges including declining sales, nutrition misconceptions and disease threatening citrus crops.”
The campaign points out the benefits of OJ: One 8-ounce glass of Tropicana’s 100% orange juice provides:
- A day’s supply of vitamin C – an antioxidant that promotes healthy skin and gums, helps your body to absorb iron from food and helps maintain a healthy immune system.
- Folic acid, which is essential for women of childbearing age.
- As much potassium as a banana. Potassium helps to maintain healthy blood pressure, among other benefits.
Funny thing: the campaign does not mention the 22 grams of sugars in 8 ounces.
Really, I have no trouble with 8 ounces of orange juice even though it must represent the juice of at least three oranges.
And really, freshly squeezed OJ is utterly delicious. It is also less sweet than Tropicana.
For nutritional purists, an orange is a better choice.
But I’m totally for advertising healthier products, so let’s give Pepsi credit for this campaign.
Here’s what the Washington Post has to say about all this (I’m quoted)