How many of us dread crawling out of bed in the morning and commuting to work when it’s still dark outside? Who hates the slow crawl back in the depths of London’s darkness? After 6 months in the making, Tropicana are brightening up Londoners’ mornings (and evenings) with their Trafalgar Sun.
At 6.51am Monday 23rd Jan, spectators were able to lounge on deckchairs placed in Trafalgar Square whilst sipping Tropicana and watching the 8-meter sun installation rise.
By 7:18 am, the sun was 20 metres high and with 60,000 light bulbs and visible from space, Tropicana harnessed the ‘feel good factor’ of the sun on the exact day known to be the gloomiest of the year.
This campaign has enabled Tropicana to position itself successfully as the brand that will provide you with ‘a brighter morning’ by literally spreading light – and happiness –
across a grim wintery London. We need not wait for the summer, thanks to Tropicana.
Their 2010 ‘Brighter Mornings for Brighter Days’ experience in Canada saw 1,200 cartons of Tropicana and a giant helium sun bring sunshine and smiles to an Arctic community who are bathed in darkness for 30 days a year. Arguably this is much stronger than their London-based incarnation.
The great thing about these experiences is that they instantly align the brand with morning positivity – and bring this to life as an evocative sunrise experience. Mornings are an incredibly strong positioning for a juice brand to own, particularly as Tropicana has couched this in such human tones.
Because of its heritage in the breakfast arena, Tropicana has the gravitas to be able to do this credibly. Gone are the days of its heavy Americanism, this is an egalitarian brand that’s making every morning brighter for everyone.
And finally, their ability to own mornings also serves to legitimise their premium nature. Of course this brand is more expensive, it achieves what other brands can’t. It’s big and bold. And it works.
However, this isn’t currently living as a campaign. Tropicana need to make Brighter Mornings real and ownable – what does it mean for me to have a brighter morning on a normal day beyond this experience? How will I feel and what can I then achieve during the course of my Brighter Day?
This could be through a strategic re-think of above the line activity, promotional marketing in breakfast-led establishments like The Breakfast Club, even sponsorship of a seasonal affective disorder charity – and ultimately facilitating brighter experiences from morning until night.
A great learning for brands here is that Tropicana are thinking big in terms of strategy and creativity. They understand the market and their relevance, they are self-aware and get their own gravitas in the breakfast market. It’s great to see a brand play to their strengths and win.
For more images and informtaion on Tropicana’s ‘Trafalgar Sun’ visit their Facebook page
