6/25/09
If as critics believe, advertising leads people to buy things they don’t need, then is the reverse also true? Can advertising help people to make smarter choices and eat better?
Here comes Tropicana to take a shot at it. Since their orange juice is 100% non-reconstituted juice, and contains no additives, it is uniquely positioned to tout the health properties of its product. They intend to start by focusing on the fact that 7 out of 10 adults, as well as most children, are not consuming the USDA-recommended 4 fruit servings per day.
Interestingly, according to the CMO, “We’ve learned a majority of orange juice drinkers are unaware that 100% orange juice contributes to their daily fruit intake”. (Lukovitz, 2009)
Hmm. What does this say about non-drinkers? Are they equally ignorant, or perhaps more so? Will this campaign help educate a public that just doesn’t want to know? Will it sell more Tropicana orange juice?
Lukovitz, K. (2009, June 16). Tropicana Promotes OJ As Daily Fruit Serving. mediapost.com. Retrived June 22, 2009 from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108063
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6 comments:
I had to read the full article just to see that stat again. I'm just appalled that so many oj drinkers didn't know about it being a fruit serving.
After calming down from my outrage,I think the campaign can have positive effects. I think with the obesity levels soaring every little bit helps. I hate it a bit that profits have to motivate the publicity of healthiness, but companies have provided us plenty of unhealthy options for years so it's good for a few to provide some healthier options.
Also, I think the claim to provide a fruit serving is one of the more realistic claims to be made as of late versus the usual claims of "eating this will make you skinny" or "drinking that prevents cancer"
Lastly, I would predict that this campaign will positively impact Tropicana sales and generate that kind of "Tropicana cares" goodwill.
I’ve learned that advertising’s purpose is to sell and that we buy on emotion. Emotion is a reaction to the information that we take in with our senses: we hear, see, taste, feel, smell, or intuit something and we have an emotional reaction. Advertising is effective when it influences our thoughts and choices.
I don’t see the world in black and white. Advertising is not inherently good or evil. And while I agree with critics that it leads people to buy things they don’t need, I also believe that advertising can be used to help people to make smarter choices: eat better, buy environmentally sound products and support social causes. Advertising is a medium in which information is spread to the public and I am all in favor of an informed public.
To the Tropicana campaign, on first thought I thought it was going to work. I think that many people want to be healthier; they just don’t want to make the effort to change their eating habits. Change is hard! In my opinion, drinking a glass of orange juice is not too hard on the list of things to eat (or drink) to be healthier. It’s a much more practical solution with a higher chance of success than asking people to give up soda, fried food, saturated fat, or wheat. But then again, who am I to say: I eat pretty healthy and love my fruit and veggies. I like them whole, fiber included.
When I was a child I drank orange juice at breakfast almost every day while my sister had her glass of milk. I don’t drink too much orange juice these days and when I do it is usually on an empty stomach. I find it doesn’t mix well with foods. I like it fresh and will drink it if I feel like I’m coming down with a cold (vitamin c) or if I’m recovering from a hangover (sugar).
So, are non-orange juice drinkers more ignorant? I don’t think so. Maybe they don’t like orange juice and are getting their fruit intake needs met in other ways. Or perhaps, that’s just me.
To be honest, I did not know that 100% orange juice contributes to the suggested daily fruit intake. Clearly I was uninformed, but ignorant …that’s a little harsh. Remember, I’m not a big orange juice drinker. If I was one and found out that a glass of 100% orange juice contributes to my fruit intake, I probably drink more of it.
But me…I’m not motivated to drink any more of it because I get my fruit intake from other sources. And when I do drink fruit, it is usually in a smoothie.
I know, I know…I’m not the target.
The other point that comes to mind is other companies that serve 100% non-reconstituted juice, which contains no additives will also benefit from this campaign. I do not know much about Tropicana’s competitors, but there must be some that make the same claims and may be a little cheaper or organic, which is quite the rage these days.
So will the campaign work. I think it will work in educating consumers, but those consumers may not become loyal Tropicana consumers. Success, increase in sales, for Tropicana may be marginal, while the overall consumption of orange juice across many brands that tout 100% non-reconstituted juice, which contains no additives may increase.
One more possibility, the public may think this fact of juice contributing to their daily fruit intake pertains to all orange juice, not exclusively to the 100% non-reconstituted juice, which contains no additives. Sometimes, people are just ignorant and don’t pay attention to the details.
I know because sometimes, I’m like that.
Tara
I understand the frustration and surprise that people that drink oj don't know that it is one serving of fruit. I have to admit that when I go for a glass of oj i never think of the good that it is doing my body. When I choose whole wheat bread or rice I know that it is a wise decision. When I go for a bottle of Pom I also think of the health benefits. If I'm starting to feel sick then I might go for the oj because of the vitamin C.
Such a simple concept of informing consumers of the health benefits of oj will more than likely lead to success. In our busy lives we, or at least I, forget some of the simple, and sometimes obvious, things in life - such as oj benefits. This angle will help remind people of not only the joys of having a glass of oj but the positive impact it has on one's health.
In an era where we are becoming more and more health aware due to traditional and online media access (internet) and exposure (eg TV adds on obesity, diabetics, heart disease etc) and where there is a profit to be made by companies in this indsutry - slowly but surely the message on healthy eating must get through to the consumer.
Building awareness of the benefits of healthy eating - such as the obvious benefits of oj - I believe is an easier advertising (ie sell), than the benefits of say, an active lifestyle. Generally the consumer goes for the easier option - so picking up a glass of oj (with all the benefits of it being equivalent to fruit) is easier than going for power walk or run. The companies who have a value proposition focus on "health benefits" for food and drink will win the race.
I am an oj fan (and fruit & vegie fan) - have been all my life - and are constantly looking for the oj with less sugar and more natural ingrediants. I wasn't aware of Tropicana's product - but will now look for it on the shelf!
Will the campaign sell more Tropicana? Absolutely!
Trena
I was immediately reminded of the Subway campaign, which educated consumers on the benefits of eating healthier and controlling consumption quantities. So it definitely can work.
Associating a product with tangible benefits is a tried-and-true advertising method.
Regarding the ignorance of drinkers and non-drinkers...either way, non-drinkers or drinkers will be educated/reminded to get their serving via Tropicana.
I strongly belive that advertising can make us to do a smart choices. Depends on the way that you catch the peolple`s attention. I think if the campaing were a emotional campain could work much better than a campaing based on rational facts. I dont Think tropicana will have a sucess with this kind of campaing, they should change their appeal.
Paula Trombini
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