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"Tropicana launches "Tap into Nature" campaign
Tropicana is marketing its juices with a global campaign themed "Tap into Nature," highlighting the brand's relationship with fruit growers. "We decided to have a global group that makes sure we have a common global approach from a positioning perspective and, where we can, packaging and communications," said Memo Maquivar, marketing vice president at Tropicana."
tap into means:-
1. To establish a connection with; have access to: --they tapped into a new market for their products.
2. To take advantage of: --The prinipal tapped into the students' enthusiasm to improve the school.
My dictionary uses the word εκμεταλλεύομαι but isn't it too negative?:)
 

Palavra

Mod Almighty
Staff member
Εκμεταλλεύομαι isn't necessarily negative; it could mean "make (good) use of", as in πρέπει να εκμεταλλευτείς τα ταλέντα σου. Your phrase is rather difficult, though. It is probable that if it needed to be translated in Greek, it would change radically, because advertisers also take into account various other factors other than exact meaning equivalence.
 
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