For the first time in its 87-year history, Orange Julius products will be advertised in a national television campaign.
The 30-second spot celebrates the new Orange Julius Premium Fruit Smoothies Julius Originals and Light Smoothies that are now available at more than 4,000 Dairy Queen locations. The Dairy Queen system is the first in the quick-service restaurant industry to offer Light Smoothies, which have 170 calories or less in the small size.
“Two iconic brands have come together for the first time on national television with this commercial,” says Barry Westrum, executive vice president of marketing at American Dairy Queen Corporation (ADQ). “The Orange Julius brand is powerful, and that comes across in the commercial.”
The message in the commercial is that fans will now find a smoothie shop within a Dairy Queen restaurant. The camera captures the creation of the real-fruit, made-to-order array of smoothies that are blended with low-fat yogurt and contain no artificial flavors.
“Consumers have told us that they are looking for higher-quality smoothies in a fast and convenient fashion,” Westrum says. “The Orange Julius brand has stood for premium and quality throughout its 87-year history, and we are proud to highlight the attributes of our new Premium Fruit Smoothies in a contemporary, product-centric way.”
Created by Barkley based in Kansas City, the Dairy Queen system’snew agency of record, the commercial conveys the message that Orange Julius Premium Fruit Smoothies help fans refresh their everyday routine.
“As part of the spot, we subtly suggest the fact that our Orange Julius Premium Fruit Smoothies are a delightful alternative to traditional coffee beverages or to smoothies available at other quick-service restaurants,” Westrum says.