Americans in the lower 48 states who experience seasonal affective disorder might be interested in the latest doings from Tropicana in Canada. In January, the Pepsi brand and its agency, BBDO Toronto, visited the northern town of Inuvik in the Northwest Territories, which experiences weeks of darkness during the depths of winter, and brought the sun—or actually, an artificial, electric-lit facsimile of the sun—to incredulous, grateful residents. Footage from the event is being used in a campaign breaking this week in Canada that's built around the theme, "Brighter mornings for brighter days." Though the stunt is a bit reminiscent of Juan Cabral and Fallon's Cristo-esque work in Europe, it seems a better positioning than what Tropicana has going in the U.S., which might be summed up as "Weirder packaging for confused consumers."
—Posted by Todd Wasserman