Thursday, January 12

You Got Work Done!

I've seen the new tv spot for Tropicana a few times now, and couldn't quite figure out what had me so intrigued. It's the spot with Jane Krakowski (from current "30 Rock" fame) where she is so psyched that her friends think "she had work done!"

And then it hit me. They've turned an insight on it's head.

Most skin care and anti-aging brands these days promote the fact that "you won't look like you had work done."  Sure, you'll look great, but in a more natural, fresh, non-arresting way.  And here is Jane Krakowski, selling orange juice with an "anti-aging" benefit that at first makes no sense.

Unless you think of "having work done" as a status thing.  And a life style thing.  And as an aspirational thing.  Timed perfectly for the new year when we are all thinking about calories (this spot is for Trop50, its low calorie version) and losing weight and "getting work done."

"Here's to a new look in the new year!"

Still not sure it makes total sense, but I do like how the brand has turned a universal truth on its side to get pure attention. And I like how the brand is thinking differently about its benefits ... out of the box so to speak.  I think it kinda works.

What's your experience? Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect
Professor at NYU

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