Tuesday, June 8, 2010

JWT AnxietyIndex: Tropicana brings sun to the Arctic

The recent best in show at FAB International’s Food and Beverage Creative Excellence Awards, Tropicana’s “Arctic Sun” commercial shows how the brand addressed a key source of anxiety in the Arctic, tied to its positioning “Brighter mornings make brighter days.” One of the major external sources of happiness for humans is light, and while people in Arctic locations adapt to the circumstances, one of their major stresses is living in full darkness in mid-winter. So Tropicana brought light to Inuvik, in northern Canada, after 31 consecutive days of darkness. A Tropicana team lit up the town with a giant artificial sun, enabling its residents to experience a sunny day–an excellent idea that touches people’s hearts to create an emotional link with the brand.
JWT AnxietyIndex: Brand Answers for an Anxious World

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