The Tropicana brand is taking a uniquely Canadian approach in the trend of expedition marketing through its new â€œBrighter Mornings for Brighter Daysâ€ campaign launching on March 1st. And it couldnâ€™t come at a better time, when Canadian pride is at an all-time high. Next week, Tropicana will invite Canadians on a journey to one of the countryâ€™s northernmost towns during the coldest and darkest days of the winter.
To kick-off the national campaign, Tropicana literally brought a brighter morning to the frigid, remote Arctic town of Inuvik, Northwest Territories, 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.
The 30- and 60-second spots document the raising of a 36-foot wide helium balloon on January 9, 2010 in the dark mid-morning sky over Inuvikâ€™s Jim Koe Park. With curious residents looking on, the balloon illuminated the dark sky, emitting roughly the same amount of light provided by the sun. The Tropicana Brandâ€™s â€™sunriseâ€™ coincided with Inuvikâ€™s annual Sunrise Festival, which celebrates the return of sunlight after weeks of relative darkness.