- Tropicana Pure Premium has launched a new campaign, “The Juice That Starts It All,” highlighting moments of joy that will not be possible without the orange juice brand, in line with details shared with Marketing Dive.
- The campaign will span premium networks and broadcast TV, premium online video including Disney, Peacock and Hulu, social including including TikTok, Meta and YouTube and audio including SiriusXM and Pandora.
- Efforts will even include digital out-of-home (DOOH) takeovers in markets including New York City, Los Angeles and Chicago. The campaign sees the over 70-year-old marketer cementing its status as a number one orange juice brand while aiming to construct a stronger connection to younger audiences.
Though Tropicana didn’t invent orange juice, the decades-old brand for its latest campaign is touting a few of the efforts it does claim to have had a hand in — or “mainly invented,” in its own words — from brunch to Saturday mornings to mimosas. The move could help the marketer maintain its relevance, with it serving as the highest orange juice brand in awareness, salience, preference and brand loyalty, per 2022 PepsiCo Global Insights Kantar Research shared in release details.
“The Juice That Starts It All” includes 6-, 15-, 30- and 45-second spots and will span partnerships across premium networks and broadcast TV and construct incremental reach via placements on Hulu, Disney and Peacock, per release details. A forty five-second prolonged spot details the brand’s 1954 founding story and ongoing values before detailing what won’t be the identical without the brand, like breakfast to-go, morning people, fridge chugging and even grandmas. The campaign was handled with creative agency of record Cramer-Krasselt and production company JOJX.
To proceed stretching its generational footprint and reach younger audiences, Tropicana will even be extending the campaign to Meta, TikTok and YouTube together with audio placements and digital OOH takeovers in a handful of major cities. Advertising to younger demographics has develop into a greater focus for marketers lately as the important thing Gen Z cohort grows its purchasing power.
The latest campaign from Tropicana follows a decline in orange juice consumption lately. Still, Tropicana, a subsidiary of PepsiCo, was the leading brand by way of sales in 2020. Tropicana competitors have similarly released creative output as they try to shore up a stronger position within the category, including Coca-Cola brand Minute Maid, which launched a new visual identity and its first-ever global campaign last spring.
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