On a Tangent

"Let your mind go on a tangent."
    Pretty amazing visuals from Leo Burnett's Toronto office. I mean, seriously, look at all those juicy details. But what exactly is being communicated here? Maybe there's not a lot you need to communicate about an impulse buy item like juice. Maybe awareness is enough, especially if you're simply introducing a new flavor. Then again, confusion is not a great takeaway message. Then again, maybe I'm reading too much into this. Once again, I'm conflicted.
    So I ask for your opinion, dear reader. Assuming the visuals above make you stop and take a second look, what do you end up thinking or feeling about Fruitopia? What does that headline mean to you? Seriously, I want to know.

Via Ads of the World.

Comments

[Barb in Nebraska]

I'll tell you one thing, you would find me trying the drink shown in the top picture. The bottom picture looks too dangerous with the skulls and all.

[Steve Garfield]

I'm wondering if they got permission to use that smiley button and thinking about my blog, Off On A Tangent.

http://offonatangent.blogspot.com

That's what I'm thinking of.

Oh, and the Red Sox, and Patriots, and Podcamp.

[Oza Meilleur]

First thing that comes to mind: WOW...COOL...

Second thing: Psychedelic Acid Trip.

Third: Fruitopia wants to make a sissy drink seem edgy and dangerous.

I prefer the top pic, because the yellow stands out. Personally, I would go with much brighter colours.

All in all, it looks like a montage for a table centrepiece gone bad. LOL

But thanks for asking. :-)

Hugs always,
Mudd a.k.a. Oza
xoxo

[jp]

I guess I will have to start with a couple questions. What's the target demographic and what's the media - I'll assume print.

That said, I find the first image and bit too bad "acid trip" for me. The second seems like a not quite so bad acid trip. I appreciate the thought and effort involved in the creation. However, the feel is too 'official drink of Dead Heads'. If that's what they wanted they got it.

[Michael]

There's so much going on and it's drink ... so I would assume it's some extremely blended fruit thing that tastes like nothing in particular because it tastes a little like everything.

[Sally Strebel]

I really don't think about fruitopia but when I first saw the image I thought it was wild. Chances are I would spend maybe 4sec. browsing the image. The advertiser is trying to make the image wild enough so people will stop and look longer for more brand recognition. The problem is I don't have the time and I already have a perception of fake juice. It's unhealthy, causes cavities, and probably has an unexpected taste. I'm definitely not in their target market.

[T.M. Camp]

Going back to first principles, I assume that the goal for either ad is to sell the damn drink and/or new flavor. Looking at the ads from the perspective of various potential audiences (Gen-Whatevers, Wannabe and Former Hippies, Boomers who Dropped Acid Once at Peter Noone Concert, etc.) I see no earthly reason why any of them would remember the product or flavor long enough to get into their VW Bug 2.0 and drive to the store to purchase it.

If it's just retention that they're after, then Fruitopia might be remembered, perhaps. But I expect that the brand already had a portion of the mindshare of those audiences. Nothing gained there.

And the tangent/tangerine connection is laughably weak. It's not memorable, it's not clever, and it's barely (tangentially?) connected to the product. Not unlike the design.

Creatively, the design overshadows the product. Period. In fact, it's almost obscured completely. The ad might get a partial page mention in CA next month, but it's not going to sell any more sugar water.

This ad/campaign is a mess. An unsuccessful, ill conceived mess.

[liz]

it makes me think that the fruitopia bottle was used for its funky appearance in a high-school art project. then again, pushing 50, I'm probably not in the target demographic if this indeed is an ad.

[giL]

Well, I would say the planners probably asked for something "bold, fearless and daring" to make the customer's message "stronger than competition" and at the same time reflect innovation and creativity. The tangent mind slogan, as well as the acid style imaging are there to communicate with the young acid generation. yes, I would say that too.

Anyways, it is an interesting visual. caught my eye at once.

[Justin Kownacki]

I don't think the 4-pronged approach is the best choice.

Repetition of images leads me to believe my mind isn't wandering through disconnected images (courtesy of drinking the drink) but through a structured, organized acid trip. Nice idea, questionable execution.

[Pat Graham-Block]

I thought it was a great analogy of how most of us feel inhibited and when, we let ourselves go??? We are free to BE and DO what we want!!!!

I LOVE it!!!

PS A friend of mine turned me onto your blog via Stumpleupon! :-)

Pat