Tropicana has today announced its bold creative campaign, “It’s THAT Juice”. The new campaign, created by advertising agency LOLA MullenLowe, brings to life the concept that – like Tropicana – the thing that makes you shine brighter is what’s on the inside.
The bold and inspiring creative, set to run throughout 2023, brings focus to the brand’s classic chilled range and its new ambient range. Launched in May, Tropicana’s latest innovation fills the gap in branded offerings in the not-from-concentrate ambient juice category and offers shoppers the opportunity to enjoy the great quality and taste of Tropicana for longer.
Rolling out across the UK with OOH & digital, BVOD, Social and PR, the campaign grounds itself in the brand’s philosophy of positivity, fuelling a sunnier world, one person at a time. The campaign breaks away from generic category messaging and visual codes and commands a distinctly bold, differentiated approach to advertising and communications.
Mick Van Ettinger, Chief Marketing Officer, Europe at Tropicana Brands Group, says: “The launch of this new campaign marks an exciting moment for our beautiful brand. It expresses our confidence as market leaders and showcases what makes Tropicana special. It’s about more than our heritage, or our sun-ripened oranges that are handpicked at their peak and squeezed within 24 hours – it’s because Tropicana isn’t just any juice, it’s THAT juice.”
The campaign has been brought to life via an integrated agency effort to drive consumer engagement. In addition to creative from LOLA Mullenlowe, the media buying strategy was developed by Hearts & Science and a PR and social campaign will be executed by Stir and SEEN Connects, respectively.
Tomás Ostiglia, Executive Creative Director at LOLA MullenLowe, comments: “One of my first memories is my mother bringing a pack of Tropicana to the breakfast table, like bringing a treasure. For me this brand is the joy of the family and I know that for our entire team it is very excited to be able to create the campaign that will relaunch this beloved brand throughout Europe”
Garrett O’Reilly, CEO, Hearts & Science, says: “It’s exciting to see the launch of our first campaign for Tropicana, supporting them in unveiling their bold new brand proposition – “It’s THAT Juice”. As the brand looks to challenge category norms, this creative gives them a fantastic springboard to create edgy and impactful media activations that will cut through and get them noticed – a journey we’re thrilled to be a part of.”
You can access the campaign video, for It’s THAT Juice, here.
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