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With a limited marketing budget at its disposal, Purity.Organic wanted to raise awareness of its organic fruit juices in a way that would garner maximum attention. By tapping ad agency McCann Erickson, New York, the juice maker placed giant straws in garbage bins around New York City to tout the health benefits of its drinks.
The giant cardboard bendy straws were planted in approximately 25 high-traffic locations to grab passersby attention. Each straw posed the question: “What are you really drinking?” to imply that other juices are not as healthy.
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