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Tropicana hopes to shake up its FruitWise Smoothies with a new TV spot from Foote, Cone & Belding that repositions the drink as a snack. The ad breaks this week in select markets.
The juice product was introduced last year with a spot titled “BraveFruit,” in which computer-generated fruits dive valiantly into a blender. The new 30-second spot abandons animation for live action–laced with sexual innuendo–set in a colorful, surreal locale.
“The first spot sold what a smoothie was,” said copywriter Scott Rosenblit.
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