In the past, prune juice has tried to gain legitimacy by attempting to compete with other juices on a flavor basis. But a new campaign for Sunsweet Prune Juice from Young & Rubicam/S.F. positions the drink as part of a healthy lifestyle, by taking it out of the kitchen and putting it in the hands of older, athletic women. One spot features Bess Bair, a.k.a. long -distance tap dancer Rosie Radiator, who hoofed her way into the Guiness Book of World Records when she tapped danced a distance of eight miles. Of course, given enough prune juice, anyone might dance eight miles – if they had to.
Copyright Adweek L.P. (1993)
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity