Tropicana launches multi-million pound marketing campaign to promote benefits of juice

Tropicana has today (March 11) launched its 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 will be running for six months across TV, print, digital and PoS advertising in the UK, 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 (see below) invites consumers to say hello to “Little Glass”, a fresh, playful character that helps educate people about the goodness of juice as part of a healthy balanced diet. He sits at the centre of all communications and will be popping up in unusual ways across a range of media.

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.

“People have been bombarded with claims that juice is unhealthy and it is simply not true. A small glass of juice serves as a convenient and easy way for people to get important vitamins, minerals and one of your five a day, important when less than a third of adults in the UK are consuming their recommended five daily servings of fruit and vegetables.

“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.

To find out more and to watch the advert, go to www.tropicana.co.uk.

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