New campaigns: Tropicana outdoor

A new billboard campaign for Tropicana orange juice is adding a touch of the sun to Montreal streets until mid-December.The theme of the two billboards is 'L'orange qui se boit,' or 'The Orange You Drink.'Each uses a visual of an orange...

A new billboard campaign for Tropicana orange juice is adding a touch of the sun to Montreal streets until mid-December.

The theme of the two billboards is ‘L’orange qui se boit,’ or ‘The Orange You Drink.’

Each uses a visual of an orange with a drinking straw, a trademark for Tropicana, and is meant to illustrate the link between the juice and real oranges, without showing the Tropicana juice container.

The second board will be unveiled Oct. 24.

The campaign comes from RTA Pub of Montreal.