Tropicana's new campaign builds on the success of its previous "breakfast in New York" ad. That ad was well received, but did rather beg the question of what was so special about having breakfast in New York, and why consumers would necessarily want to ape what New Yorkers drank for their breakfast.
Therefore, the new campaign goes global. Rather than giving us just New Yorkers, it shows us people from across the world enjoying Tropicana, whether with pancakes in America, cereal in Europe, or dim sum in Hong Kong.
The ad ends with the slogan: "Hundreds of cities, thousands of breakfasts, one juice preferred by far. Wake up to Tropicana."
It may have gone international, but the feel of the ad remains the same, right down to the quirky music. This time around, the ad is accompanied by a chirpy soundtrack (Judy Garland and Mickey Rooney singing Good Morning from Singing in the Rain), and the whole ad again has a theme of bright optimism and glorious sunny mornings.
It is not so much selling Tropicana as a global brand, but joie de vivre. YouGov's BrandIndex figures suggest that the ad has delivered an all-round boost for Tropicana's brand perceptions.
General impressions of the brand, Tropicana's customer satisfaction score, and its recommend to a friend score, have all leapt upwards since the ad first aired on 16 February.
A lot of money gets spent on innovative ads full of high-tech graphics and original special effects. However, sometimes ads can be just as successful simply by making people feel good.
Tropicana appears to have delivered a huge boost for the brand just by selling the idea of lovely relaxing breakfasts in the sunshine.
METHODOLOGY: YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors.
It is measured on a seven-point profile:
1. Buzz
2. General impression
3. Quality
4. Value
5. Satisfaction
6. Recommend
7. Corporate reputation
In addition, we supply an index score.
- By Sundip Chahal, www.brandindex.com.