Popular juice brand Oasis has launched a new, national campaign that is challenging Canadians to declare where they stand in important debate: do you like pulp in your orange juice?
The campaign, “It’s a Question of Taste,” was developed with creative agency LG2. It harnesses the bitter debate between pulp enthusiasts and those who would rather enjoy their juice without it in a tongue-in-cheek way, aiming to have some fun with the topic while encouraging potential consumers to share their opinions – a move that “makes [Oasis] memorable and increases their commitment to the brand,” says Marlène Hins, VP of marketing and innovation at the juice brand’s parent company, Lassonde.
“We’re encouraging people to try the juice by emphasizing taste, a powerful reminder that the product is fresh, 100% pure orange juice,” she tells strategy. “It’s important to talk about taste since most consumers choose Oasis in blind taste tests. When the agency pitched the concept of ‘pulp’ and ‘no pulp,’ we thought it was a promising idea that would challenge consumers and ensure their commitment and conversion.”
The debate is at the heart of a 30-second spot that serves as the anchor for the campaign, featuring numerous people trying to enjoy their orange juice – with or without pulp – while being not-so-subtly judged by the other people in their lives. That spot – as with other campaign materials – urged people to participate in an online poll, which closes May 15, to make their feelings on the issue known. In return, they’re entered for a chance to win up to a $5,000 grocery gift card.
In addition to the TV spot and survey, the campaign is running across OLV and social, as well as through sponsored integrations with CTV’s The Social, banners on CP24 and digital OOH throughout the GTA.
“When we landed on the great pulp debate, it became clear that we’d found creative insight that could appeal to all orange juice drinkers,” says Vanessa Harbec, copywriter at LG2. “For us, introducing the debate, no matter how silly, and engaging consumers in conversation was a clever way to get closer to them.”
