Food & Drink (183)
Tropicana provides the juice for its own digital billboards
The fruit juice brand Tropicana has illustrated the energy value of its product by setting up a billboard made of oranges in the centre of Paris. A chemical reaction powered by the oranges provides the electricity for a neon sign on the billboard displaying “Natural Energy”. The science behind the operation was relayed through a viral video on the Internet.
Why it matters
With this campaign, not only does Tropicana show the benefits of its product, but it makes use of the product’s energy value to power its own message . As the need for demonstrable proof persists in other areas such as beauty products, will these public displays increase and will we see more instances where the product really is the message?
The new Russian campaign for Danone tells consumers about the Russian scientist originally behind their yogurts.
The Coca Cola Village in Israel is a holiday resort for teenagers. The residents are given RFID bracelets (Radio Frequency Identification) to help them share their experiences on Facebook. Teens put a digital ‘like’ on their choice of forty facilities in the camp from the pool to the extreme sports activities. If photographed, the RFID technology automatically tags everyone in the photo and uploads it to the relevant Facebook profiles.