Tropicana
Tropicana
Reinvigorating a commodity with breakthrough creative and efficient social-first brand activations relevance
Tropicana, once an iconic, household brand for decades, needed a shot in the arm of modernity, connection with new, younger consumers and cultural relevance in ways that didn’t break the bank.
The Situation:
Tropicana is an iconic 75-year-old brand. Yet when they came to C-K, the category was in decline, sugar concerns were top of mind, and people were simply choosing brands on price from week to week. While brand awareness is strong, in times of economic uncertainty it’s easy to reach lower in the cooler case for a private label brand. Juice is juice, after all, right? OJ had become commoditized.
We needed to find distinction in a “sea of sameness” category. We needed to drive distinction for Tropicana in a big way and give our sales volume and household penetration reinvigoration – and quick.
The typical CPG approach just wasn’t going to cut it.
This is the approach we would take for Cotton Inc., starting with how to fight “cotton blindness” and regain distinction.
The Insight
Through extensive consumer and cultural mining, we found an opportunity to take our brand strategy of “Tropicana is a moment of brightness in your day” and dig deeper into how consumers – especially Millennial Families and Gen Z – were really living their daily lives and understand where Tropicana could intersect.
We found there was power in embracing the chaos and uncertainty of modern life and pushing against that tension to land a universal insight that shows how that little burst of optimism can be found in sipping Tropicana.
The Idea
A breakthrough campaign that highlighted the crazy situations life delivers. Like being trapped in your driveway by a snowplow or stuck in an awkward conversation with strangers or maybe stumbling into a manhole on your way to work (whoops!).
We don’t have control over what life throws at us. But we DO have control over how we look at these situations. The strategic unlock:
Whatever the day brings, Tropicana makes things a little brighter.
The Execution
We brought the Sip Your Sunshine campaign to life via traditional media and digital, as well as social-first creative and brand acts. But the executional challenge was to create two-plus years of content to fulfill a robust media plan, and break through the media clutter of our consumers’ daily lives.
Sip Your Sunshine’s approach was purposefully designed from the start to be modular and vignette-focused – which allowed us to shoot and create over 332 assets within a few days’ shoot. A highly efficient, volume-focused production approach. We got people talking about and thinking about Tropicana in a new, modern light.
Results:
+10 points brand distinction YOY
7 billion (yes, billion) earned media impressions
Highest campaign ROI in Tropicana history
5% sales lift
Campaign scored within the top 10% of all PepsiCo brands
To see some of the work, use this URL:
https://vimeo.com/852892784/ab82be59c8
