Turning social conversation into cultural capital.
Tropicana was on a mission to bring real moments of brightness throughout the day. But the trouble was, most people only think of Tropicana at the breakfast table. So to keep our OJ top-of-mind among consumers, we tapped into trending conversations with a series of product innovations sure to spark delight and debate.
Mimosa Maker
When it comes to the ideal mimosa ratio, the internet agrees that the perfect mimosa contains a small amount of orange juice. Videos on social media show people getting creative with how they get the smallest amount of OJ possible – dropper, spoon, etc. So Tropicana developed a one-of-a-kind spray nozzle designed to pair with its personal size orange juice bottles.
Our social campaign mimicked users’ creative, humorous (at times, over-the-top) mixology methods and helped Tropicana appear on trend and “in on the joke.”
All Pulp April Fools
One of the most timeless debates in the orange juice world centers around how much pulp is best. For April Fool’s Day, we tapped into this discussion by introducing a new parody product (All Pulp Orange Juice) with a series of videos skewering classic tech and innovation tropes.
Tropicana Crunch
For some people, OJ isn’t just their quintessential breakfast drink. For almost 15M Americans, it’s their cereal topper of choice. Not milk. So we developed and manufactured the first cereal created to pair with OJ. We put our spin on the classic taste test, giving people a new way to try Tropicana. This became a cultural touchpoint with nearly 4 billion earned media impressions, increased sales volume and positive sentiment, and thousands of boxes of the cereal sold out in less than seven minutes when it launched to the public.