When Advertising Met Branding: Tropicana NYOJ

Despite the billions spent on advertising, its rare that a campaign so closely matches the branding effort in a remarkable way. This is a shame, since companies increasingly have a brand identity for which advertising should be the narrative. The Tropicana NYOJ campaign is an example where this marriage works really well and is an example to other brands seeking to progress their own brand identity.

It's 8am on a Thursday and I'm really not thrilled to be jostling the crowds down the dingy stairs to the F train. When you are underground, the lighting and claustrophobia work together to create a bleak outlook. Add to that the grime, lingering sense of danger, and the crowds, and you have a recipe for a less then enjoyable experience to wake up to.

And then I see it: a ray of orange sunshine that stands out in this urban underworld. The entire train is plastered with Tropicana. Bright, cheery, and humorous, the campaign is designed to be the kind of attitude adjustment reminiscent of a shot of sweet orange juice in the morning. The ads inside the car are even more cheery and funny, causing me to walk the length of the car to see them all.

More than anything, the campaign gives me an enjoyable visual experience that adjusts my attitude and makes me feel a little more fortified for the day. Just like a glass of Tropicana.

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