Tropicana+

Innovating beyond the breakfast table for on-the-go lifestyles

Bursting back on the scene

To build on the mainstream appeal of its core range, and appeal to young health hackers looking for easy ways to get more ‘good stuff’ into their bodies, we helped Tropicana launch their new vitamin-rich juice range: Tropicana+. Replacing Tropicana Essentials, it meant the brand could now re-enter the health and wellness sector with a powerful new proposition.

Life’s little wins

Working closely with the Tropicana R&D team we were able to understand the new active ingredients in each variant and define a more emotive approach. That enabled our new creative strategy ‘Life’s little wins’ to deliver exactly what people are looking for: a healthy boost in a single hit. The resulting pack designs are centred around our crafted + symbol which serves as a graphic shortcut to signify ‘more’. To support this fresh new approach, we also developed a distinct new personality, which included a verbal identity expressed through a set of benefit-led product names and descriptors across the range.

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Mouthwatering appeal

The Tropicana+ range has now transferred the brand’s expertise credentials from the mainstream aisle into the dynamic health sector and established itself as the wellness authority amongst a bunch of characterful disruptors. And, in doing so, it’s taken a juice, traditionally associated with breakfast time, to being just what a new generation of health-conscious consumers are looking for, just when they want it.

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