Luce's Juices has based its message on the concept that its juices are "Tastefully Nutritious." The aim is to let customers know that its products provide a good-tasting way to get needed vitamins and minerals. This is an example of a big idea that is based on a rational premise.

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The statement describes how Luce's Juices is using the big idea of "Tastefully Nutritious" to appeal to customers by providing a rational premise - that their juices are a good way to get vitamins and minerals while also tasting good.

Luce's Juices Has Based Its Message on the Concept That