DHP Gives Tropicana Tasteful Monkeyshines

DALLAS Dieste Harmel & Partners’ first creative work for Tropicana features a discerning monkey and will run in both Hispanic and general-market media.

The 30-second television commercial from the Dallas agency opens with a monkey in a zoo trying to suck the juice out of an orange. When he looks up and sees a young boy drinking Tropicana’s Pure Premium orange juice, he quickly scampers over to the bars of the cage. The two look at each other for a few seconds before the monkey reaches out for the juice. The boy happily obliges but is stopped by the groans of a grumpy zookeeper standing nearby. As the boy walks away, the monkey smiles and the spot cuts to a product shot. The ad closes with the zookeeper being hit by an orange, which the viewer assumes was thrown by the monkey, who is whistling to look innocent.

“The whole strategy is the advantage that Pure Premium has above others—its taste since it’s just like freshly squeezed,” said shop account director Roberto Siewczynski. “The monkey is the fruit connoisseur and he prefers Tropicana over the orange.” The approach is consistent with the brand’s general-market positioning that emphasizes the juice’s taste.

The spot breaks in Spanish on Univision Monday and will rotate within the month into the existing general-market ad buy with spots from Omnicom’s Element 79 in Chicago, the client’s general-market agency. Siewczynski said the ad is crossing over because the client found it to be “universal and well liked.” The English version has only one minor variation: At the end, the monkey laughs after throwing the orange.

Tropicana has not run a Spanish TV spot for Pure Premium in three years, according to Siewczynski. The Bradenton, Fla.-based client has decided instead to focus its advertising on Dole orange juice, which licenses its brand to Tropicana. “This is a big reintroduction [to Latinos] for them,” he said.

Ethnic Marketing Group in Valencia, Calif., had handled Dole, but Tropicana’s Hispanic efforts shifted to Dieste earlier this year without a review, Siewczynski said. Dieste has been handling all Hispanic media for Tropicana for over a year.

Radio and outdoor will complement the TV effort in Miami and Chicago, where the spot will also run on Telemundo.

Campaign spending is undisclosed. Tropicana, a PepsiCo brand, spent $47 million on media last year, according to TNS Media Intelligence/CMR.