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