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.
lift in ad recall
lift in purchase intent among males
lift in overall purchase intent
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.
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.