Is all apple juice created equal? Tree Top, a 52-year-old apple juice brand that has not run TV advertising for 30 years, is ready to make a point that Tree Top stands above the rest.
Today, the brand begins running a TV spot -- first in West Coast markets -- that will spotlight Selah, Wash., where it sources its apples. The effort is designed to give Tree Top cachet as a locally grown and pressed juice and build loyalty in a market that has largely become commoditized and driven by prices, partly because of large numbers of apples imported from China.
The campaign does not get into specifics such as the fact that Tree Top is an apple grower's co-op, but the message is that the region's growers care about their product -- thus Tree Top’s brand tagline, “Real Fruit From Real People.”
The effort, via Seattle-based independent Cole & Weber and filmmaking team Everynone, launches with a TV spot called “Cool,” where kids react with simple wonder to things like hearing the ocean in an abalone shell, chasing a train, catching a bullfrog, making a bicycle roll by itself and other Tom Sawyer-esque exploits. The creative is juxtaposed with shots of Tree Top’s juice making, and the theme line “Made with a sense of wonder.”
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