February 26, 2010 09:16 ET

Canada's Juice Leader to Become National Provider of "Brighter Mornings for Brighter Days"™

Tropicana® raises the sun in Inuvik, Northwest Territories to launch distinctly Canadian multi-media marketing campaign just as Canadian pride soars

MISSISSAUGA, ONTARIO--(Marketwire - Feb. 26, 2010) -

One video and three photos are included with this Press Release.

The Tropicana brand is raising the sun – both literally and figuratively – through its new "Brighter Mornings for Brighter Days" marketing campaign launching on March 1st. And it couldn't come at a better time, when Canadian pride is at an all-time high. Beginning next week, Tropicana will invite Canadians on a journey to one of the country's northernmost towns during the coldest and darkest days of the winter. It was here that the number one juice brand delivered the sun – both literally and figuratively – this past January. Tropicana's "brighter mornings" story from Inuvik marks the first expression of entirely new and uncharted emotional campaign territory for Canada's market leader in juices.

Beginning this year, Tropicana will no longer be simply a brand of orange juice -- it will become Canada's National Provider of Brighter Mornings. The campaign is an evolution of the brand's heritage as the juice leader in Canada, highlighting the important role it plays in the morning ritual of millions of Canadians.

To kick-off the national campaign, Tropicana literally brought a brighter morning to the frigid, remote Arctic town of Inuvik, Northwest Territories, where its 3,500 residents live without a sunrise for weeks each winter. A team of Canadian filmmakers captured the monumental raising of the sun in Inuvik for a series of documentary-style commercials, which will be featured prominently in the new campaign.

"This is a groundbreaking campaign for Tropicana that takes our brand into a compelling emotional territory that expresses what consumers have been telling us about Tropicana for years -- that it really brightens their mornings and takes them from awake to alive each day," says Dale Hooper, Vice-President Marketing, PepsiCo Beverages Canada. "Our experiences in Inuvik, and the beautiful documentary-style spots that we created there, will form the first chapters of an ongoing story that we want to create with our consumers online and through social media."

The 30- and 60-second spots document the raising of a 36-foot wide helium balloon on January 9, 2010 in the dark mid-morning sky over Inuvik's Jim Koe Park. With curious residents looking on, the balloon illuminated the dark sky, emitting roughly the same amount of light provided by the sun. The Tropicana brand's 'sunrise' coincided with Inuvik's annual Sunrise Festival, which celebrates the return of sunlight after weeks of relative darkness.

Arctic weather conditions and Inuvik's remote location provided a unique challenge for filmmakers charged with bringing to life the creative concept developed for Tropicana by BBDO Toronto's Ian McKellar, Executive Creative Director, and Associate Creative Directors John Terry and Adam Bailey. Canadian documentary film director Samir Mallal's inspirational 60-second portrayal of brighter mornings is grounded in the crowd's response to the sunrise, which is enhanced by an evocative soundtrack titled "The Great Escape" by Montreal-based Canadian singer-songwriter Patrick Watson.

To further express its "Brighter Mornings for Brighter Days" message while on location in Inuvik, the brand provided 1,200 free cartons of Tropicana Pure Premium® Orange Juice – one for every household in the community. The Tropicana team also worked with local leaders to identify community-based breakfast and nutrition programs in need of financial support. As a result, Tropicana is proud to have made contributions to Sir Alexander Mackenzie School, Tot Spot Daycare and the Inuvik Food Bank.

In advance of the Canadian premiere of the 60-second commercial, Tropicana provided an exclusive private preview to Inuvik residents yesterday, many of whom took part in the filming. "Everyone in Inuvik has been curious to see the commercial and it will be special for us to come together and view it as a community first," says Inuvik Mayor Denny Rodgers. "With the Olympics going on right now, I'm feeling such a profound sense of Canadian pride, so the timing couldn't be better to share Inuvik's own home town pride with the rest of Canada through this campaign. I think Canadians will enjoy this portrayal of Inuvik very much – it's a beautiful piece of film, it truly moved me."

The breathtaking 60-second spot will be unveiled to millions of Canadians in advance of the closing ceremonies Sunday night on five networks in English and French, including TSN, CTV, Sportsnet, V and RDS.

In addition to the TV advertising, the campaign will feature blogged commentary and behind-the-scenes imagery from Inuvik to provide a catalyst for conversation on a new Tropicana Brighter Mornings Facebook page which will launch as the new commercials premiere nationally. Throughout the course of the campaign, Tropicana will aim to create and facilitate compelling "brighter mornings" stories with consumers online, through social media, public relations initiatives and a major sponsorship with Breakfast Television in key markets across Canada.

Coinciding with the launch of its new "Brighter Mornings for Brighter Days" campaign, the Tropicana brand introduces new Tropicana Essentials® with added Calcium + Vitamin D 100% Orange Juice, which is now available across Canada.  A 250 mL serving of Tropicana Essentials® with added Calcium + Vitamin D contains 100 IU (2.5 µg) of vitamin D (50 percent of the daily value for Vitamin D), and 30 percent of the daily value for calcium - as much as an equivalent amount of milk.1

Tropicana is the market leader in juices and the first not-from-concentrate, refrigerated juice in Canada. It is a key brand in the portfolio of PepsiCo Canada, the nation's leader in beverage refreshment, with a roster of Canada's leading brands. PepsiCo Canada markets and distributes a full line of great-tasting and nutritious juices, juice blends and cocktails under the Tropicana brand, including Tropicana Pure Premium® Orange Juice. For information visit

About Samir Mallal
Samir Mallal was born in Halifax, Nova Scotia and grew up in Ottawa and Vancouver. He has written and directed three documentary films (with Ben Addelman).

His most recent film, Nollywood Babylon was selected for the World Documentary Cinema Competition at the 2009 Sundance Film Festival. It screened at the Museum of Modern Art and is played in arthouse theatres and major film festivals around the world. This February, the film was shown at the Smithsonian Institute in Washington, D.C.

Samir started his career as an intern at the National Film Board of Canada. When a politically charged riot broke out at his former university, he started shooting what eventually became his first film, Discordia. Hailed by The Globe and Mail as 'Defining the newest wave of documentary" Discordia was part of the Human Rights Watch Travelling Film Festival, won some awards and screened at several international film festivals.

About Patrick Watson
Patrick Watson is a musical mad scientist. He's an internationally acclaimed singer, composer, songwriter, and producer. Patrick Watson is also the name of this mad genius' band, fleshed-out like Frankenstein by Robbie Kuster, Mishka Stein, and Simon Angell. 

Both the man and his monster have received international acclaim since the September 2006 release of Close to Paradise in Canada. The first-ever release on Secret City Records (based out of the band's native Montreal), Close to Paradise propelled Patrick Watson quickly into stardom; it went gold in Canada, and won numerous awards, including Canada's prestigious Polaris Prize. The album saw international release in September 2007, and the band hasn't looked back, selling over 100,000 copies worldwide. Since then Patrick Watson's fanbase seems to have grown exponentially, with the live show now commanding huge audiences across the world, from Paris, to Reykjavik, Amsterdam, London, New York, and of course, Montreal, where Watson and most of the band still resides.

PepsiCo's businesses in Canada are organized into two business units. PepsiCo Foods Canada (PFC), including Frito Lay Canada and the Quaker Foods & Snacks business; and PepsiCo Beverages Canada, including Pepsi-Cola Canada, Gatorade and Tropicana, and markets a variety of beverages under the following trademarks: PEPSI, DIET PEPSI, 7UP, MOUNTAIN DEW, MUG, AQUAFINA, SOBE, LIPTON and BRISK ICED TEAS, STARBUCKS BOTTLED FRAPPUCCINO, GATORADE, DOLE and TROPICANA.

Source: 1 Canadian Nutrient File, Health Canada, 2007.

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