Tropicana aims to capitalize on summer wedding season with ‘Pulp Prenup’
The brand is offering a lifetime supply of OJ, plus a check to cover honeymoon expenses to couples who are willing to commit to a lifelong pulp preference.
Tropicana's new "Pulp Prenup" campaign goes live on May 04, National Orange Juice Day. / Tropicana
Few things portend marital bliss like a long list of shared interests. And according to orange juice brand Tropicana, there’s one big question that every engaged couple needs to come to an agreement on before stepping up to the wedding dais: pulp or no pulp?
The brand is capitalizing on the fast-approaching summer wedding season with a new marketing campaign, titled “Pulp Prenup.” Launched just ahead of National Orange Juice Day (May 04), the campaign calls upon couples to commit to a shared, lifelong devotion to one of three pulp categories: #TeamPulp, #TeamSomePulp and #TeamNoPulp.
Applicants need not be engaged in order to apply. “While prenups may be traditional for engaged couples, Tropicana believes it's never a bad time to decide with your partner which Tropicana Pure Premium orange juice you're going to enjoy till pulp do you part,” the brand wrote in its press release.
One pair of applicants will be selected to win a lifetime supply of OJ with their chosen pulp quantity and a check to cover honeymoon expenses. (An amount that would be credited was not specified.) Unlike a traditional prenuptial agreement, or prenup, the brand doesn’t seem to be making any kind of claims about who should take custody of this huge supply of juice in the event of a divorce.
The campaign follows a survey commissioned by Tropicana which found that just over half (52%) of participants, all of them American adults, reported having “strong feelings” about pulp, according to a press release from the brand. 26%, furthermore, believe that it’s important to agree on pulp preference with your prospective life partner before tying the knot, while 19% – somewhat alarmingly – reportedly said “they would not consider starting a romantic relationship with someone if they had a different orange juice pulp preference.”
Available to all legal US residents, Pulp Prenup is being hosted on a dedicated microsite between the 4th and the end of the month.
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