Mandarin orange producer Wonderful Halos has launched a new campaign, marking the brand's first TV spot in seven years.
Helmed by Halos' in-house creative The Wonderful Agency, "Braking Bad" and "IRS" use dark humor to depict the consequences parents can face for eating the last Halo.
In a statement, The Wonderful Company Marketing VP Jennifer Hirano highlighted how the campaign aims to reintroduce the brand to parents with a playful approach.
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Though Wonderful Halos has remained relatively active on social media, this is the brand's first significant promo push after five years, supporting its move to expand its growing season and improve national distribution.
Previously available seasonally from November through May, the beloved mandarins will now be sold year-round in groceries, club stores, and major retailers.
The brand's latest effort is a triumphant return to its famously memorable spots "Good Choice, Kid."
With this revitalized brand marketing strategy, Wonderful Halos targets a larger audience as its production scales.
Furthermore, working with a creative agency gives the brand more control over its campaign, enabling better integration.
Orange You Glad...
"Braking Bad" begins with a father apologizing to his son for eating the last Halo.
The son, unfazed while playing a video game, instantly forgives him and then apologizes back for cutting the brake lines on his car.
The ad then cuts to a shot of dad's car rolling down the driveway, crashing off-screen and losing a bumper.
Through all of this, the dad stays casual and asks his wife for a ride to work.
A second spot titled "IRS" opens with the same premise, as a mother apologizes to her daughter for taking the last mandarin orange.
The daughter calmly responds, apologizing for reporting her mother to the IRS.
Amidst the mother's confusion, a team of agents barges into the family's house to arrest mom, taking everything in the process.
Both spots end with a playful "Hands Off My Halos" tagline, reinforcing children's right to eat their favorite fruit.
In a similar citrusy fashion, earlier this year, on National Orange Juice Day, Tropicana launched a campaign that settled debates regarding orange juice pulp.
