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Campbell is eyeing a new group of consumers to pitch the health benefits of its V8 juices: senior citizens. The company has introduced a new campaign dubbed “Long Live Vegetables,” and a refreshed tagline: “Could’ve had a V8, she/he just did.”
The ads, via Young & Rubicam, New York, feature older people performing stunning feats. One spot, for instance, shows an 83-year-old V8 drinker water skiing. Voiceover: “Drink more V8 vegetable juice now, have more fun when you’re 80.”
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