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Tropicana giving away free orange juice in digital billboard campaign

Drink brand Tropicana has unveiled a 5m-tall digital billboard at Westfield, London, dispensing free orange juice.

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The outdoor campaign is to promote Tropicana’s ‘Little Glass’ proposition, and aims to educate consumers about the health benefits ‘of consuming just 150ml of 100% orange juice each day’. Apparently, 150ml contains 60% of the Vitamin C you need a day and counts as 1 of your 5 a day.

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This isn’t the first time Tropicana’s dabbled with digital billboards – even powering one with oranges in this cool campaign from 2011:

For those keeping score, we’ve seen plenty of other billboard take-overs offering freebies to passers-by in the last year or two, such as this from Carlsberg offering free beer, Mr Kipling giving away free cakes and Nakd’s edible billboard.

Involved agencies:

AMV (ad campaign and social media), DeVries SLAM (PR), Grand Visual (digital production) and OMD UK (media buying)

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Rich started PRexamples.com in January 2012. He runs consumer PR agency Radioactive PR, which has two offices in the UK. In March 2013, Rich co-founded blogger outreach service bloggabase.com. He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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