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Giant-sized cartons and hired ‘hunks’ dramatize Sony’s ‘100% juicy’ content

Nashville cartonSony Entertainment Television has dramatised the juiciness of its soon-to-launch TV content with an out-of-home stunt involving giant-sized branded cartoons of juice.

The cartons will be placed at Clear Channel bus shelters to promote season two of country music drama Nashville, reality series Cupcake Wars and medical drama show The Night Shift. The side of the cartons read, ‘100% entertainment, 100% juicy’.

Besides the cartons, a “troop of hunks” have been hired to hand out free juice cartons with SET labeling, and members of the public will be invited to to strike their best “wickedly juicy pose” with the hunks and enter a Facebook contest. The winners gets a Sony TV.

The agency behind the campaign was The Local.

SET stuntWong Yan Jong, VP of English content, Sony Pictures Television Asia, said in a media release: “We love the idea of bringing to life the brand promise of Sony Entertainment Television — ‘wickedly, juicy’ entertainment in a literal and visual sense. The juice carton executions are eye catching as are the hunky male ambassadors. Viewers also get to win exciting prizes when they send us pictures of themselves with the juice carton executions!”

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