Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
Tropicana has been the leader in orange juice for over 70 years. However, the category has been declining. Our challenge was to define our difference by capitalizing on the nostalgia consumers had for Tropicana and winning with younger audiences. A robust research plan unlocked our insight around "moments of brightness" and Sip Your Sunshine was born.
Results are unprecedented, with Tropicana sales up 13.2% in Q1 2020, our strongest ever.
Consumer insight
In our hectic lives, it is important to recognize and celebrate the little moments of...