TROPICANA

The major juice brand Tropicana ran video ads in Instagram Stories for its summertime product promotion campaign, achieving a whopping 18-point lift in ad recall.

THE STORY
Passionate about juice

Tropicana has been passionate about making orange juice since 1947. The company has continued to grow and innovate over the decades, and today offers a wide variety of juice products. Tropicana is headquartered in Chicago, and has been owned by PepsiCo since 1998.

18-point

lift in ad recall

15-point

lift in purchase intent among males

3-point

lift in overall purchase intent

Running vertical full-screen video ads in Instagram Stories enabled our product visuals to pop more vibrantly, and to reach more of our core consumer base during the summer season. And, not least, this promotional campaign boosted beverage purchase intent by significant percentages.
JULIE RAHEJA-PERERA, SR DIRECTOR MARKETING, NUTRITION & PARTNERSHIP BRANDS, TROPICANA
THE GOAL
Drive awareness and sales

The company wanted to drive awareness of its innovative twist on juice beverage products, increase consideration by showcasing versatile summer drink recipes, and boost in-store sales.

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THE SOLUTION
Stories make a splash

Tropicana wanted to focus on the warm summer season to roll out a video ad campaign centered on its refreshingly cool tropical flavored beverages. Tropicana partnered with agency The Hot Plate and OMD on the ad creative, who then worked closely with Facebook Creative Shop to choose and optimize the ad format. They decided to develop ads in Instagram Stories, and to ensure that the short video ads followed best practices for mobile by using strong and appealing up-front product branding.

The ad creative, which showcased mouthwatering product pour shots of juice splashing into ice-filled fruit-garnished glasses, was meant to create a fresh sense of interest in Tropicana's variety of flavorful fruit beverages—including Pineapple Mango and Watermelon.

These beverages were then mixed into party-worthy summer drink combinations to beat the heat, including a festive pink-colored sangria. Hand-drawn text, underlining and call-to-action arrows to “Swipe Up” for the drink recipes added a personalized touch.

Tropicana's video campaign ran from June 30–August 20, 2017 and was broadly targeted to English-speaking Canadian adults aged 25–54. A Nielsen Brand Effect study determined the campaign's effectiveness and results, which included an 18-point lift in ad recall, a 15-point lift in purchase intent (among males), and a 3-point lift in overall purchase intent.

We were happy for the opportunity to work together with Facebook Creative Shop to ensure that the video ad creative was top-notch for mobile-first viewing in Instagram Stories. It was a collaboration that benefited from best practices, authenticity and imagination, and the end result proved really impactful with consumers.
LISA JACKSON, ASSOCIATE DIGITAL DIRECTOR, OMD