TROPICANA EXTENDS AD CAMPAIGN INTO GAY MEDIA

By Published on .

Seagram Co.'s Tropicana orange juice has become the first major non-alcoholic beverage marketer-and the latest in a growing line of mainstream advertisers-to spend money in gay media.

The November Out carries an ad for Tropicana Pure Premium that features a photo of a man sitting on a workout bench on a San Francisco rooftop and the headline, "If nature made a sports drink, this would be it."

SEAGRAM GAY-FRIENDLY

"Seagram is a very gay-friendly company," said Lou Fabrizio, publisher of Out, who added that the magazine has seen its ad pages rise 25% through September, and is close to landing a schedule from a major national media brand, which he wouldn't disclose.

Ellen Oppenheim, senior VP-media director, Foote, Cone & Belding, New York, said the Tropicana media plan did not seek the gay market in particular, but that Out's demographics fit the campaign's target.

"We were really trying to target people with a broad range of interests-sports, fitness, fashion," she said, noting that the brand campaign also appear in Sports Illustrated, Men's Health, GQ and other titles that reach upscale, urban males.

Seagram is not new to gay media. It has advertised other brands in gay magazines for some time, including Absolut vodka.

But the support of a major orange juice brand was noteworthy to gay media executives who remember a 1977 anti-gay crusade by Anita Bryant, who also was an ad spokeswoman for the Florida Citrus Commission's campaigns for Florida orange juice.

MAINSTREAMING TREND

"This is a continuation of a mainstreaming trend we've seen over the last two years," said Howard Buford, president of Prime Access, a New York company that specializes in reaching minority markets. "The lesbian and gay market has been

In this article:
Most Popular