In this case study, you continue in your role as a senior advertising consultant

Question

In this case study, you continue in your role as a senior advertising consultant at Enhanced Analytics, Inc., a
provider of marketing and consulting services, with headquarters in Austin, Texas. In this role, you lead a team
whose goal is to devise strategy and offer advice to your consulting clients as they seek out advertising solutions.
Your newest client is the maker of the Tropicana orange juice. The company is preparing to launch a radio
advertising campaign in the Northwest area of the United States. It wants to present its orange juice as a premium
juice, not from concentrate, and made from fresh Florida oranges. It wants to do so, not through a mere factual
recitation, but via a series of radio commercials that are memorable, relatively short (no more than 30 seconds),
and with a dose of humor.

Your team has been hired to create the copy for the first commercial in the campaign. This commercial will air
exclusively in Seattle for a period of 3 weeks, at the beginning of the month of April.

Drawing on your knowledge that radio can create powerful images in a listener’s mind, you now gather together
with your team and begin to draft a 1-2 page text, which will serve as the copy for the radio spot. You spend some
time researching the company, the state from where the oranges come (Florida) and the cultural background of the
target audience (the Pacific Northwest, Seattle) to creatively design your ad.

Submit your copy, when ready. There are no references required for this assignment.

Explanation / Answer

The text of the advertisement is as below:

A young female is describing her experience about jogging along during the morning hours. She says that after running for about half an hour, she checked her fitness band and it showed a mile and she was happy. She paused and took a sip of juice from the bottle that she was carrying. She glanced back at the fitness band. Lo and behold, the reading has decreased to half a mile. She was shocked.

Next day she had the same routine with only one difference. She narrated that this time she carried Tropicana juice and after drinking the juice, she felt rejuvenated and her fitness band also did not show any decrease in the miles run. So she realised that Tropicana juice is made of fresh oranges and it does not have any artificial flavours and hence its consumption does not offset the good impact of running as other juices do.

The advertisement concludes by the runner recommending Tropicana juice for everyone who is interested in fitness with the punchline – “Fitness in Seattle through Florida Oranges”

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