Fruit juice brand Tropicana has this week launched ‘It’s THAT Juice’, a bold new campaign that communicates a vibrant new creative identity.
Devised by creative agency LOLA MullenLowe, the campaign will run throughout 2023 with a focus on the brand’s classic chilled and new ambient ranges.
The creative will be spearheaded by a 30-second spot set to run across broadcaster video-on-demand and social media, supported by digital and out-of-home executions.
“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,” Tropicana Europe chief marketing officer, Mick Van Ettinger said.
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“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.”
With media planning and buying handled by Hearts & Science, a PR and social campaign will be executed by Stir and SEEN Connects, respectively.
LOLA MullenLowe executive creative director, Tomás Ostiglia added: “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”
