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Guerrilla Marketing: Tropicana Orange Juice

As part of their "Brighter Mornings Make Brighter Days" campaign, Tropicana brought sunlight to a small, dark town in northern Canada. For several weeks each winter, residence of Inuvik do not see a sunrise and live without any natural light. In order to 'brighten' the townspeople's dreary days, Tropicana created a giant, artificial sun that spanned 36' wide and generated 100,000 lumens of light. Each household also received a carton of Tropicana Premium Orange Juice and the company made donations to local breakfast programs for schools and food banks. [via thetechjournal.com]

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