Dive Brief: 

• Tropicana Pure Premium has launched a new campaign, “The Juice That Starts It All,” highlighting moments of joy that may not be possible without the orange juice brand, according to details shared with Marketing Dive. 
• The campaign will span premium networks and broadcast TV, premium online video including Disney, Peacock and Hulu, social including including TikTok, Meta and YouTube and audio including SiriusXM and Pandora.
• Efforts will also include digital out-of-home (DOOH) takeovers in markets including New York City, Los Angeles and Chicago. The campaign sees the over 70-year-old marketer cementing its status as a leading orange juice brand while aiming to build a stronger connection to younger audiences.

Dive Insight: 

Though Tropicana didn’t invent orange juice, the decades-old brand for its latest campaign is touting some of the efforts it does claim to have had a hand in — or “basically invented,” in its own words — from brunch to Saturday mornings to mimosas. The move could help the marketer maintain its relevance, with it serving as the top orange juice brand in awareness, salience, preference and brand loyalty, per 2022 PepsiCo Global Insights Kantar Research shared in release details.

“The Juice That Starts It All” includes 6-, 15-, 30- and 45-second spots and will span partnerships across premium networks and broadcast TV and build incremental reach via placements on Hulu, Disney and Peacock, per release details. A 45-second extended spot details the brand’s 1954 founding story and ongoing values before detailing what might not be the same without the brand, like breakfast to-go, morning people, fridge chugging and even grandmas. The campaign was handled with creative agency of record Cramer-Krasselt and production company JOJX. 

To continue stretching its generational footprint and reach younger audiences, Tropicana will also be extending the campaign to Meta, TikTok and YouTube along with audio placements and digital OOH takeovers in a handful of major cities. Advertising to younger demographics has become a greater focus for marketers in recent years as the key Gen Z cohort grows its purchasing power.

The latest campaign from Tropicana follows a decline in orange juice consumption in recent years. Still, Tropicana, a subsidiary of PepsiCo, was the leading brand in terms of sales in 2020. Tropicana competitors have similarly released creative output as they attempt to shore up a stronger position in the category, including Coca-Cola brand Minute Maid, which launched a new visual identity and its first-ever global campaign last spring.