Brand touts “simplicity” to Canadians
Coca-Cola Canada is putting the squeeze on out-of-home ad vendors in a new multi-market campaign for its Simply Orange juice product.
The campaign from Toronto agency Zulu Alpha Kilo uses a series of innovative out-of-home executions to convey the idea that the Simply Orange product is akin to fresh-squeezed.
One execution, for example, features a three-dimensional orange sitting atop a juicer at the top of a billboard, while the image below shows juice flowing into a carafe bearing the Simply Orange logo.
Another execution shows an orange cut in two, with the two halves forming the zeros in a message that reads “100% pure.”
“We really wanted the product to be front and centre and to convey how honestly simple it is,” said Angie Balian, marketing director, juices for Coca Cola. “The two 3D installations help to convey that Simply Orange tastes as close to fresh-squeezed orange juice as possible.
“From a creative standpoint, we felt we needed a simple, direct and visually beautiful piece of creative to break through the clutter of the out-of-home and print environment,” she added.
The campaign’s out-of-home elements are being supported by print and in-store activities. Experiential agency Mosaic Experiential has also created a sampling program running in Toronto and Vancouver. Media for the campaign was handled by UM Canada.
