Tropicana: How the Big Apple helped sell orange juice - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper explains how effective TV advertising can be; here it got mouths watering, feet tapping and people incessantly humming a tune lodged in their minds while they went about their lives. Images of Manhattan at dawn got people dreaming and the sheer pleasure in all this subtly lifted their mood long after they turned off their TV. The result was a new set of positive emotions and associations around Tropicana, that resulted in the reversal of share decline, people happy to pay more for their orange juice and a delivery on return of £1.83 in revenue for every £1 spent on advertising. This paper serves as a reminder of the power of television advertising ;---(TAGS)--- Full Title: How the Big Apple helped sell orange juice ; Number: 2006/11 ; Brand Name: Tropicana Pure Premium ; Client: Pepsico UK ; IPA_ProductCoding: Drink (Fruit juice drinks/smoothies) ; Agency: DDB London ; Author: Alex Huzzey, Julie Wood, Rachel Leaver, Maria Garcia, Les Binet, Sarah Carter ;