Hang Time

One Southern California juice bar has gone to new heights to attract customers.
Robeks Juice, Santa Monica, Calif., has put up some new outdoor boards (one is shown here), created by PPG Advertising, that feature a giant Robeks paper cup set against a serene mountain background. Rappelling down the side of the cup is a 3-D mountain climber, his rope looped over the straw above. The company’s new tagline, “Suck it up,” is written across the face of the ad.
“Robeks is the highest-quality alternative for juice bars,” said PPG principal and creative director Richard Perlmutter. The new campaign targets passionate athletes as well as a younger, hipper crowd, he said.
Radio ads support the billboard campaign in the Los Angeles area. The first phase of the campaign runs through September.
PPG, also in Santa Monica, has about $30 million in billings, and handles clients including Winchell’s, Ortho and Sorrell’s Gourmet Peanut Butter.
–Teresa Buyikian