| Background
Tropicana is the number 1 juice brand in the world. In the
UK it is a top 50 brand by value and has sustained double
figure growth every year since launch.
However, as with many FMCG products it has few real functional
benefits that are not generic to the category. Tropicana needed
a vehicle that was synonymous with universally positive associations.
Sunshine has both functional and emotional benefits:
- Squeezed juice is a product of the life-giving power
of sunshine
- Sunshine is also an emotional catalyst that uplifts people’s
spirits… it is optimistically infectious
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Our challenge was to show how we could own sunshine and
make it work for Tropicana beyond straightforward advertising.
Our Approach
We looked for events/programming with sunshine associations:
The opportunity should be upmarket but not inaccessible.
It should be extremely visible/high profile, and must deliver
the potential to directly increase sales of Tropicana.
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