Text on black background reading "Say I can with... Tropical Big.Juice.Energy" in various font styles and sizes.
An orange with a drinking straw and a leaf, with a hole in it, juice visible around the hole.

How do we get younger target audience (18-24) to want Tropicana in their fridge?

The Ask:

The Insight:

Gen Z’s want healthy lifestyles and habits that alleviate anxiety.

Tropicana is more than a sweet and refreshing taste. Tropicana is a mood boost.

The Solution:

Instagram post featuring the Tropicana logo with an orange gradient background and the words "BIG. JUICE. ENERGY".

The Big Idea:

BIG. JUICE. ENERGY.

Credit: Art Director: Dalya Rahman Copywriter: Michelle

HERES THE SQUEEZE…

Gen Z are trying to push back against perfectionism. That’s where Tropicana comes in, giving them the ‘I can’ attitude with that BIG JUICE ENERGY.

Text on a black background that reads, "It's already in the name." with the word "Tropical" in large, white, stylized letters.
A Tropicana Light orange juice bottle with a blue cap and label, featuring an orange slice, with a green background and repeated white text stating "I can slay the day."
Bus stop shelter with an advertisement featuring Tropicana Light orange juice and the slogan 'I can slay the day' repeatedly in white text on a green background.
A green advertisement poster for Tropicana Light orange juice, featuring a large image of the juice bottle with a blue cap and a straw in the glass, with the slogan repeating 'I can slay the day' in white text.
A Tropicana Cherry Pomegranate flavored fruit juice bottle in front of a purple background with repeating text 'i can be a baddie'.
Pilot_6.jpg
A restroom with a mirror, two hand sanitizer dispensers, and a Tropicana juice advertisement on the wall.
Advertisement poster for Tropicana orange juice featuring a bottle of juice centered on a pink background with repeated 'aaaaa' text and the Tropicana logo at the bottom.
A pink-themed advertisement featuring a bottle of Tropicana orange juice with branded background and text highlighting vitamin C, zinc, and no added sugar.
Instagram post on a smartphone screen with a purple background. Text reads, 'I will outlive my enemies.' The post is from Tropicana and includes a caption about manifesting affirmations, with likes, comments, and icons for navigation.

SOCIAL MEDIA TROP-I-CAN-A

REALEST AFFIRMATIONS

Colorful collage featuring six blocks of positive, empowering phrases with the Tropicana logo on each: 'I can do absolutely nothing today and still be a queen,' 'Killing the game mentally, spiritually, physically, literally, and hypothetically,' 'I just a baby but I a smart, capable, powerful baby,' 'I will outlive my enemies,' 'You can say meann things to me, and I won't cry bc im a big guy,' 'Hey pwncess i beweve in you.'

Trop-I-CAN-a Not Trop-I-CANT-a social media campaign featuring on trend affirmations every Gen Z can relate to.

ACTIVATION TROP-I-CAN-A

I CAN, FILTER.

Series of four mobile phone screens displaying the TikTok app with Tropical-themed filters or effects, featuring different backgrounds and overlays, along with logos at the bottom.

This filter taps into Gen Z’s need for daily self-affirmation. Designed for instant, relatable UGC. Insert “I can” statements along tropicana header logo.

A woman with long brown hair holding a smartphone displaying an app called 'Tropicаn' with a scan code, a points chart, and various motivational messages.

ACTIVATION TROP-I-CAN-A

APP & WIDGET.

The image shows three smartphone screens. The first displays the Tropican app icon with the quote "I will outlive my enemies". The second shows the app interface with various quotes, including the same quote, and icons for activities. The third screen displays a ranking with points, a highlighted quote, and a most liked upload with the same quote.

A home screen widget delivers these daily affirmations with no distractions. Powered by a routine point-based system, users can engage, disconnect from social, and even win rewards.