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Tropicana
The Good Part of New York Mornings

RAN IN: United States

CLIENT
Tropicana

Memo Maquivar - CMO
Jacqlyn Coleman - Sr. Mktg. Manager
Jeff Miller - Mktg. Manager
Risa Shapiro - Assoc. Mktg. Manager

AGENCY
DDB *Lead Agency

Matt Eastwood - CCO
Stuart Hazlewood - Chief Strategy Officer
Catherine East - Group Acct. Director
Aron Fried - Assoc. Creative Director
Menno Kluin - Executive Creative Director, Head of Art
Carlos Wigle - Assoc. Creative Director


OMD


SUMMARY

Tropicana had long been synonymous with mornings, but in the face of strong competitive messaging their sales began to quickly decline. Unable to spend like their biggest competitor, they focused their efforts on their most valuable market- NYC. Rather than convincing New Yorkers that Tropicana was a better morning solution, Tropicana decided to compete for New Yorkers affection by talking to them about NY mornings in a way that showed they truly understood them. Consumers were buzzing online and bottles were flying off the shelves of stores across the city.

CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: OOH

Audience: Brand Influencers, Men, Women, Specific cultural or ethic group, Young Women (20-35), Young Men (20-35)

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: Local

Language: English