This ad was written to associate the product more directly with it’s orangy origins.
Many people look down on juice made from concentrate as being a lesser juice.
By tieing the product to the fruit we aimed to alleviate that notion and attach
a more high-end association in a time when people will be reconsidering
their regular purchase of expensive ‘fresh’ juices.
Also available in “Apple Juice”: http://www.youtube.com/watch?v=312quIoTt8Y&feature=player_embedded
TV, Art Direction