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FCB Shoots Down Under in Smoothies Snack Spot
NEW YORK–Tropicana is hoping to shake up its FruitWise Smoothies via a new Foote, Cone & Belding television commercial breaking this week that repositions the drink as a snack.
The juice line was introduced a year ago in a spot, “BraveFruit,” that featured computer-generated fruits valiantly diving into a blender. The new 30-second commercial abandons animation for live action–laced with sexual innuendo–and is set in a colorful, surreal locale.
“The first spot sold what a Smoothie was,” said FCB copywriter Scott Rosenblit.
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