Tropicana Trop50® – an innovation that delivers the goodness of juice with 50 percent less sugar and calories, and no artificial sweeteners – is unveiling a humorous new advertising campaign starring two-time Emmy nominee and Tony Award-winner Jane Krakowski. In the “Girlfriends” campaign, Krakowski and a trio of girlfriends dish about life, love and looking good.
Developed as a series of vignettes, the campaign debuted on September 20 with a spot called “Gooder.” In the spot, Krakowski mistakes her friends’ praise for Trop50’s sleek, new, curved bottle for compliments on her own figure. In the end, she still manages to secure kudos from her girlfriends. A twist of reality also is used as Krakowski’s real-life friend, television writer Kay Cannon, is featured as one of the girlfriends.
The ads, created by Contagious Content, were directed by “Made of Honor” director Paul Weiland. The campaign, which will extend into 2011, will also include national print advertisements featuring Krakowski.
To build on the ad campaign’s theme of women helping each other, Trop50 is partnering with Dress for Success Worldwide®, a non-profit organization that provides professional attire and support to women entering the workforce, through the Girlfriends Giving Goodness program.
As part of Girlfriends Giving Goodness, Trop50 will make a monetary donation to Dress for Success Worldwide, encourage women to donate nearly new or new suits at select Bloomingdale’s across the country on October 9, and co-host seminar events at Bloomingdale’s featuring E! News host and fashion guru Giuliana Rancic. Rancic and Dress for Success will provide tips on how to look and feel great in order to enter the career world with confidence. The first event will take place in New York at Bloomingdale’s 59th Street on October 9. A second event will follow in Miami in January.