This nugget, from a NYTimes story on how Tropicana is trying to center their brand around the word "squeeze," is oh-so precious:
Squeeze “is the process by which we get our product and the hug, ‘my favorite,’ ‘my squeeze,’ ” said Peter Arnell, chairman and chief creative officer at Arnell, which redesigned the Tropicana packaging and created the campaign. “There was this notion of owning a simple word that would communicate the love, the care, in this ‘Obama moment’ we’re all going through,” he added.
Indeed.
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