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Tropicana® Launches 'Give Life Some Juice'

Tropicana®, the beloved juice brand known for its high-quality products and rich heritage, is embarking on a fresh journey with the launch of its new campaign, "Give Life Some Juice." This innovative initiative celebrates a bold creative shift that resonates with both longstanding fans and a new generation of consumers.

With over 75 years of unparalleled dedication to delivering delicious juice, Tropicana is expanding its mission beyond its renowned orange juice roots. The new campaign encapsulates the enduring cultural association of juice as a natural lifter of spirits and suggests that every sip can enhance ordinary moments into something extraordinary.

Creating a Vibrant New World

In collaboration with the creative agency FIG, Tropicana is swapping out the traditional tropes often found in juice advertising for a lush, immersive tropical landscape. Designed specifically to evoke feelings of upliftment, this imaginative setting reflects the essence of Tropicana’s offerings. The campaign's centerpiece is a captivating anthem film called “Up,” which features a delightful narrative where a sleepy sloth experiences a revival after indulging in Tropicana 100% Orange Juice. As he savors the juice, the once-listless sloth springs into a lively universe filled with vibrant colors, animated flora, and fauna.

Chris Tussing, the Chief Marketing Officer at Tropicana Brands Group, remarked, “For decades, Tropicana has been dedicated to perfecting high-quality, fresh-tasting juice. With this campaign, we’re illustrating how Tropicana has the power to enhance everyday experiences through a vibrant, tropical atmosphere.” This bold statement emphasizes the brand's commitment to evolving while staying true to its roots.

A Fusion of CGI and Artistry

Executed with precision, the campaign showcases a hyper-realistic CGI world developed in partnership with award-winning directors and animation studios, creating a standard that differentiates Tropicana from competitors. By intertwining state-of-the-art technology with artistic creativity, the campaign illuminates the natural deliciousness behind every Tropicana product, offering a fresh take on how juice is perceived by consumers. The meticulous attention to detail translates emotional resonance into a visual feast that invites viewers to engage with the brand on a deeper level.

Set to an upbeat track titled “UP!” by Forrest Frank and Connor Price, the 60-second feature spot beautifully captures the transition of the sloth and the world around him through an enchanting autoplay sequence. This engaging animation transports audiences into a refreshing narrative that celebrates the simple pleasures of life brought forth by Tropicana’s diverse juice portfolio.

Expanding Brand Engagement

The reach of the campaign extends beyond the animated film. A suite of supporting assets including several short clips such as “Soar,” “Dibs,” and “Swarm” will circulate across multiple channels, including connected TV, social platforms, and high-impact media. Additionally, experiential activations and influencer partnerships aim to further immerse the audience into this vibrant tropical world, enhancing consumer connection with the Tropicana brand.

Mark Figliulo, founder and creative chair at FIG, eloquently stated, “There’s a reason electricity is nicknamed ‘juice.’ It makes things happen. We took that cultural truth and reimagined it in an emotional format, focusing on the uplifting feelings that only Tropicana can deliver.” This creative philosophy underlines the idea that even a small interaction with Tropicana can significantly brighten one’s day.

Through "Give Life Some Juice," Tropicana is not just selling juice; it’s inviting consumers to embrace joy and vitality in their daily lives. By engaging audiences with such innovative storytelling, Tropicana aims to fortify its position as a beloved brand worldwide, appealing to new and existing fans alike.

To learn more about the latest campaign and products, visit tropicana.com. You can also follow Tropicana on social platforms like Instagram @tropicana_juices and TikTok @tropicana for exciting updates and insights.

About Tropicana Brands Group

Tropicana Brands Group is a powerhouse entity that combines an exciting global array of iconic juice brands, including Tropicana, Naked, KeVita, Izze, Dole, and Copella. With a vision to excel in innovation, research, and marketing, the company continues to spearhead growth in the beverage industry since its establishment as a joint venture between PAI Partners and PepsiCo in 2022.