Where's Wally gets fruity with Tropicana

Classic Media signs deal with juice brand for print media campaign.
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Publishing brand Where's Wally will be fronting the latest print media campaign from juice brand Tropicana.

The promotion will feature the character in a far from familiar beach setting, removed from the usual hustle and bustle of a crowd scene. The campaign slogan 'Nothing to Hide' plays on the usual elusiveness of the Classic Media character, while also conveying the product's message that Tropicana Kids only contains either 100 per cent juice or juice and water.

The ads are designed to appeal to mums and will run across print-based consumer media during the back to school season in September.

"Wally adds humour and intrigue to this clever campaign and is the perfect fit for the product message," said Claire Shaw, director of consumer products at Classic Media. "This brand exposure couldn't come at a better time for Where's Wally? with the new book, The Incredible Paperchase, now on shelf."

Adrian Baty, marketing manager at Tropicana, added: "We're delighted to have global publishing phenomenon Where's Wally? onboard for our latest campaign."


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Where's Wally?

Classic publishing character Where's Wally? is 25 in 2012 and there are major plans to move the brand further into the licensing arena. We find out more.

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