Campaign details
Brand: TropicanaClient: PepsiCoAgency: AMV BBDO
Executive summary
What you're about to read is the story of how we turned a declining brand, in a declining category, to growth by using communications to encourage people to consume less of a product per serving.
In 2015, the juice category was in double digit decline, and as the major brand within it, Tropicana was being hit hard. People who used to drink juice every morning and were happy to pay a premium for Tropicana were questioning its health credentials and therefore were drinking juice much less...