Upon returning to Boston’s Logan Airport several weeks ago, I observed a highway billboard on the airport’s outskirts, overlooking Route 1A: An advertisement for a new carton design for Tropicana orange juice.
The New York Times’ Stuart Elliott wrote last month about the $35 million juice campaign encompassing newspaper ads and future television commercials:
The campaign carries the typographically challenging theme “squeeze it’s a natural,” which is intended to evoke the way oranges are turned into Tropicana along with the warm way in which the company wants consumers to embrace the brand.
Despite my incredulous reaction to a multimillion price tag for a brand that most Americans are already familiar with, I congratulate the company for advertising.
If you are a business and are not advertising, wake up and smell the, err, oranges!
A special report released last month [Read more…]