Random Acts of Brand-Oriented Kindness
There’s been a raft of discussion recently about the strategy of integrating random acts of kindness into a brands’ communications. On the one hand we have a line of thinking that questions the motives of the brands at the center of these gestures – on the other hand we have a view that anything that creates joy is worthwhile – regardless of strings attached. This recent gesture by fruit beverage brand Tropicana has once again put the spotlight on the debate about brand-led acts of kindness (see the ad and pics after the jump).
The Tropicana brand is raising the sun – both literally and figuratively – through its new “Brighter Mornings for Brighter Days” marketing campaign launching on March 1st. And it couldn’t come at a better time, when Canadian pride is at an all-time high. Beginning next week, Tropicana will invite Canadians on a journey to one of the country’s northernmost towns during the coldest and darkest days of the winter. It was here that the number one juice brand delivered the sun – both literally and figuratively – this past January. Tropicana’s “brighter mornings” story from Inuvik marks the first expression of entirely new and uncharted emotional campaign territory for Canada’s market leader in juices.
Beginning this year, Tropicana will no longer be simply a brand of orange juice — it will become Canada’s National Provider of Brighter Mornings. The campaign is an evolution of the brand’s heritage as the juice leader in Canada, highlighting the important role it plays in the morning ritual of millions of Canadians. 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.
“This is a groundbreaking campaign for Tropicana that takes our brand into a compelling emotional territory that expresses what consumers have been telling us about Tropicana for years — that it really brightens their mornings and takes them from awake to alive each day,” says Dale Hooper, Vice-President Marketing, PepsiCo Beverages Canada. “Our experiences in Inuvik, and the beautiful documentary-style spots that we created there, will form the first chapters of an ongoing story that we want to create with our consumers online and through social media.”
To further express its “Brighter Mornings for Brighter Days” message while on location in Inuvik, the brand provided 1,200 free cartons of Tropicana Pure Premium® Orange Juice – one for every household in the community. The Tropicana team also worked with local leaders to identify community-based breakfast and nutrition programs in need of financial support. As a result, Tropicana is proud to have made contributions to Sir Alexander Mackenzie School, Tot Spot Daycare and the Inuvik Food Bank.
In addition to the TV advertising, the campaign featured blogged commentary and behind-the-scenes imagery from Inuvik to provide a catalyst for conversation on a new Tropicana Brighter Mornings Facebook page. Throughout the course of the campaign, Tropicana created and facilitated compelling “brighter mornings” stories with consumers online, through social media, public relations initiatives and a major sponsorship with Breakfast Television in key markets across Canada.
This style of brand gesture are typically effective in generation PR coverage. Here’s a snippet of some of the coverage Tropicana generated with this little act of kindness.
And here’s the original ‘brighter mornings’ ad:
Love the beautiful brand images created by this gesture:
I take the view that brands will communicate to market in a range of ways – some more entertaining than others, and some of greater value to humanity than others – but all will have commercial motivation. For me, brand gestures that are about generating acts that lift the human spirit are the very best kind – let’s just not expect corporations to be something they are not.