Tropicana has squeezed out a new marketing campaign highlighting the nutritional benefits of juice, and encouraging people to enjoy a “Little Glass” of 100% pure fruit juice as part of a healthy and balanced diet.
The campaign runs for six months across TV, print, digital and POS advertising, aiming to educate people about the nutritional benefits of fruit juice when enjoyed in moderation.
Voiced by comedian and writer David Mitchell, the TV advert invites consumers to say hello to ‘Little Glass’, described by Tropicana as “a fresh, playful character that helps educate people about the goodness of juice as part of a healthy balanced diet”. The untrained eye, however, would be forgiven for thinking someone had just doodled on a tumbler with a Magic Marker.
Jeremy Gibson, Marketing Director for Tropicana said: “Our new campaign is all about bringing some common sense back into the discussion about juice, reminding people of the good, nutritional reasons to include it in our diets.
“According to Kantar data, the average UK consumer only drinks about three glasses of juice per week, so there’s plenty of opportunity to help more people get on their way to ‘5-a-day’ by encouraging a small glass as part of a balanced diet and healthy lifestyle, and thereby grow the category.”
Tropicana will also be launching a partnership with the Telegraph at the end of this month, with the ‘Little Glass’ popping up in unusual places across the newspaper’s print and digital assets. This will be supported by an online content hub dedicated to nutrition and wellbeing, as well as various print, online, mobile and social activations aimed at educating readers about the positive attributes of juice.
