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Tropicana
Project type
Integrated Campaign
Date
2022
Note
"We took cues from wellness brands to bring juice into a different space"
We were brought in to work on this exciting pitch for Tropicana – for an integrated campaign across the UK and France.
The client really wanted something that broke category norms and felt new, but didn’t alienate their diverse audience. After all, OJ is loved by everyone.
Our idea was to leverage language and imagery from brands that you’d associate with wellness, lifestyle and energy – and bring them into the fresh juice space.
At the heart of everything was a positivity, but delivered in a way that felt inclusive and sincere.
“Get Solar Powered” was a provocative and dynamic call to action that completely repositioned how we think about orange juice. This was a sun-drenched spin on a product truth, that unlocked a whole host of unique activations, stunning visuals and compelling lines.
