The Tropicana brand is taking a uniquely Canadian approach in the trend of expedition marketing through its new “Brighter Mornings for Brighter Days” campaign. Tropicana invited Canadians on a journey to Inuvik, Northwest Territories, one of the country’s northernmost towns during the coldest and darkest days of the winter. To launch the brand idea of bringing people a brighter morning, we created a giant artificial sun that emitted 100,000 lumens of light literally bringing a brighter morning to the frigid, remote Arctic town 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.

Our campaign began when we raised the sun in Inuvik, Northwest Territories on January 7th, 2010. For our event, we brought a giant helium "sun" and the first sunrise this Arctic town had seen in 31 days. From the footage we took of the event, we created a 60 second commercial which we premiered in Inuvik at a "town hall" on Feb 25. On the same day, we launched our Facebook fan page, a PR blitz and a grocery trade print campaign. To take it national, we ran our 60 second spot on February 28th as part of the 2010 Winter Olympics Closing Ceremonies broadcast- one of the biggest TV events in Canadian broadcast history. And to keep the momentum going, on March 1st, 2010 we launched our sponsorship of Canada's favourite morning show "Breakfast Television" to help bring a brighter morning to Canadians every day.

The campaign launched only 5 weeks ago, too early to tell how the campaign has affected Tropicana brand metrics and sales. That said, some early metrics for the campaign that we are able to track have been great. Our 60 second "Arctic Sun" commercial has been posted to YouTube, facebook and numerous blogs generating 355,000 views. In terms of PR coverage, our campaign has been picked up around the world, appearing in over 65 media outlets with a total estimated reach exceeding 12,000,000 impressions as of Mar 15st, 2010. And finally our Tropicana Canada Facebook fan page as acquired over 36,000 new fans.From a client perspective, we have been getting praise from around the world both within the BBDO network and PepsiCo. One PepsiCo office has already inquired about running the ad in their market.