hero_v01.jpg
 

Tropicana Pure Valencia Campaign Concepts

Top 3 Percent and For Adults Only were the two areas we were asked to play in for a holistic marketing approach for Tropicana. We used only concept statements and key frames to outline media-agnostic platforms for a potential new campaign.

XW: Creative Director, Art Director
Justin Charlton-Perrin: Copywriter
Element79: Agency

 

“3” IS THE MAGIC NUMBER

Because Tropicana Pure Valencia is made with only the top 3% of their Valencia oranges, this platform celebrates the number 3.

We salute the tricycle, the triangle and the holy trinity

We commend Freud and his vision

We respect the power of the past, present and future

The vision of A, B and C

The awe of triceratops

Your husband’s appreciation of The Three Stooges

We know that good things come in threes

They always have

 

Tropicana Pure Valencia
Made with the top 3% of Valencia oranges 

 

TASTE BLINDNESS
Drinkers of Tropicana Pure Valencia share a level of perception and discernment exhibited by only 3% of the population.

Can you see the difference of Tropicana Pure Valencia? If not, then you more than likely can’t taste it either. You see, Tropicana Pure Valencia only uses the top 3% of our pure Valencia oranges. But most people can’t see it. If they could, they would, obviously, drink it.

Tropican Pure Valencia

 

PSA’s

  • Train posters
  • Doctor’s office posters

Online tests

  • “Do you suffer from taste blindness? 97% of the population does. Screen yourself online at www.tasteblindness.com”

TV spots where those that are drinking it are mesmerized by the “orange blindness” of others

  • Dick Cheney shooting his buddy
  • A guy in a nasty car accident who didn’t see the orange cone
  • All witnessed by somebody drinking TPV – who is transfixed 
 

THE QUEST FOR PERFECTION (version 1)

Can Tropicana really discover the finest oranges in the world and bottle them for me? I don’t believe it.

Throughout the centuries, across the globe, tales have been told of heroes and heroines embarking on perilous journeys in search of enlightenment, lost treasures and rare artifacts.

In their efforts, battles have been waged; souls lost and lives forever altered. With scholars perplexed, mortals eluded and the gods tempted, the question remains: Is the quest for perfection really a fruitless one?

We think not.

Tropicana Pure Valencia


THE QUEST FOR PERFECTION (version 2)

Can Tropicana really discover the finest oranges in the world and bottle them for me? I don’t believe it.

Throughout the centuries, across the globe, legends have been told of heroes and heroines embarking on perilous quests in search of enlightenment, lost treasures and rare artifacts.

The search for the Perfect Orange is one such tale.

Believed to be harvested in a mysterious grove, surrounded by a vast wasteland and guarded by a hideous creature who’s only savior is the goodness of citrus; the Perfect Orange has forced many a seeker to question their determination, will and love.

To this day, adventure-seekers, archaeologists and others of their ilk continue to delve into the darkest recesses of the world for this legendary, delectable, succulent and perfectly rounded fruit. They have yet to find it.

...or have they.

Tropicana Pure Valencia

Fact or Fiction? You decide. 

 

THE BEST OF THE BEST

Some are just better than others. And the best of those are destined for something special.

Promise yourself today to think only of the best, to work only for the best and to expect only the best.

Be more.

And drink orange juice too.

Tropicana Pure Valencia

The best of the best

 

A CLOCKWORK PORANGE

Tropicana Pure Valencia is so pure–it can sway even the most depraved taste buds.

Aversion therapy takes place, as the juice “droogs” are forced to watch people commit “ultraviolence” to their taste sensibilities by drinking inferior orange juices. Succulent, sweet and sexy Tropicana Pure Valencia is the only answer for them. In fact, it goes so far as to make past “offenders” sick with just the sight of seeing others drink the wrong juices. 

Tropicana Pure Valencia

 

 

RUB MY RIND

A Tropicana Production

The pleasure of Tropicana Pure Valencia is so exquisite it borders on the obscene.

In the dark, drab depths of the Florida panhandle, a succulent temptress resides. Her orange porcelain skin shines through the darkness and radiates the dew that cascades down the slope of her shoulder. Her fate hangs in the rough, calloused hands of Clive.

As much as he didn’t want to destroy her beauty, he couldn’t help himself.

97 others were passed by.
Only 3 had the life squeezed out of them
And sadly, she was one.

Tropicana Pure Valencia