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Tropicana
How a little glass created a lot of growth

RAN IN: United Kingdom

CLIENT
Tropicana

Sophie Giraudel (Brand Manager )
Jeremy Gibson (Marketing Director, Nutrition )

AGENCY
AMV BBDO *Lead Agency

Steve Hopkins (Strategy Partner)
Hannah Penn (Board Account Director)


SUMMARY

Increasing consumer concern over the sugar in food and drink meant sales of Tropicana were declining. The campaign objectives were to return the brand to value growth and increase the scores against the three core brand metrics of 'is good for everyday', 'is worth what you pay for it' and 'is a brand for me'. The campaign actively encouraged people to drink smaller portions of Tropicana, making portion-size, not sugar the problem. The campaign spend of £4.8m generated £6.1m in value sales, and strengthened the three core brand metrics.    

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE ;Brand Website/Microsite ;Digital Video ;Display Ads (Interactive/Online) ;Geo-based Ads ;Mobile/Tablet Optimised Website ;MOBILE/TABLET ;Display Ad (Mobile/Tablet) ;Location-based Communications/Real Time Marketing ;OOH ;Billboard ;PACKAGING;PRINT ;Newspaper - Digital;Newspaper - Print ;RETAIL EXPERIENCE ;In-store Merchandising ;SEARCH ENGINE MARKETING (SEM/SEO) ;SOCIAL MEDIA ;TV;Interactive TV/Video on Demand ;Spots (TV)

Audience: Boomers (45+)

Objectives: Boomers (45+)

Type: Business to Consumer

Classification: National

Language: English