Del Monte seeks to entice young adults through juicy poster

Del Monte is aiming to attract younger adults to its Pure Juice brand and is unveiling a provocative six-sheet poster campaign, created by Euro RSCG Wnek Gosper, focusing on the juiciness of the Brazilian oranges it uses.

The creative, which will run for two weeks from 19 May, will target a young adult audience throughout the summer, and attempt to entice them to the Pure Juice brand by highlighting the apparent exoticism of the product.

Euro RSCG's campaign features three strategically placed oranges on a green background. The execution appears to show a bottom wearing a green beach thong, and uses the strapline: "Squeezed in Brazil."

Rod Groundes-Peace, the marketing director at Del Monte, said: "What we've aimed for is an intriguing and innovative approach to attract younger adults to the Del Monte brand."

The campaign was written by Dave Jennings and art directed by Dexter Ginn. Photography was by Alan Crockford.