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Element 79 Breaks Tropicana Campaign

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CHICAGO Omnicom Group's Element 79 Partners here has launched a new campaign for Tropicana's Pure Premium line that highlights the nutritional upside of juice and employs the tagline "Have a Tropicana morning."

The PepsiCo-owned brand said it expects to double spending behind Pure Premium this year. Tropicana spent about $20 million on the line last year, down from $60 million in 2003, according to Nielsen Monitor-Plus.

One TV spot broke this week, with five additional spots set for March. Radio, print and outdoor are also in the mix. The work focuses on the Pure Premium line, and makes note of specific nutritional information about the juice. The tagline is part of an original jingle, and creative shows people starting their day with Tropicana juices.

While Element 79 has handled Tropicana for several years, the brand last year solicited ideas from Omnicom's BBDO and DDB, a creative contest in which Element 79 ultimately prevailed, according to sources.

"We have a broad range of executions in this campaign, from emotional-based stories connecting people with the brand to nutrition-based reasons why Tropicana Pure Premium is a great way to start your day," said Peter Griffith, a creative director at Element 79, in a statement.

Tropicana last year focused on its Tropicana Essentials line of juices, with TV spots from Element 79 that showed animated oranges working out to the strains of 1980's pop song "Physical."

Tropicana's total spend last year was about $50 million on measured media, down from $75 million in 2003, according to Nielsen Monitor Plus.