Tropicana devises juice dispensing digital billboard

Tropicana is set to take over a digital billboard at Westfield London this week (28-30 April), in a bid to educate Brits about the nutritional benefits of orange juice.

Tropicana's Little Glass character will interact with consumers via a digital billboard
Tropicana's Little Glass character will interact with consumers via a digital billboard

The activity will see the brand’s Little Glass character, which is voiced by comedian and writer David Mitchell, talk consumers through the ingredients found in a glass of 100% orange juice.

The billboard will also feature a juice dispenser, offering passers-by the chance to stop off and serve themselves a 150ml glass of Tropicana orange juice between 8am and 12pm across the three days.

The activity aims to highlight that 150ml of 100% orange juice can help adults reach their five a day, at a time when only one-third of people achieve the aforementioned figure on a daily basis. 

According to the brand, the character is expected to pop up in various unusual ways as part of its broader six-month Little Juice campaign, which spans TV, print, digital and POS advertising.

Jeremy Gibson, marketing director at Tropicana said: "Our new campaign is all about bringing some common sense back into the discussion about juice, reminding people of the good, nutritional reasons to include it in our diets.

"People have been bombarded with claims that juice is unhealthy and it is simply not true. A small glass of juice serves as a convenient and easy way for people to get important vitamins, minerals and one of your five a day, important when less than a third of adults in the UK are consuming their recommended five daily servings of fruit and vegetables."

In other beverage dispensing news, Carlsberg landed a beer dispensing Christmas tree on the South Bank last year.

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