Tropicana today, June 8, is launching “Give Life Some Juice,” a new master brand campaign that highlights the uplift drinkers can get from its portfolio of beverages, per details shared with Marketing Dive. The effort represents an evolution of its creative approach but not the brand’s media strategy, which is informed by marketing mix modeling.
Central to the effort is a 60-second hero spot set in a tropical world where a sloth is rejuvenated after drinking the brand’s orange juice. The ad takes its name from the song “Up!” by Forrest Frank and Connor Price, which also serves as its soundtrack. Other spots, in 30-, 15- and six-second lengths, show how Tropicana juice affects other animals and scenarios.
“The idea of the tropics has been associated with our brand for a long time, and this campaign really does a great job of capturing not only the invigorating uplift you get from drinking Tropicana juice, but presenting it in a way that's creatively rich, interesting and distinctive for us,” Chris Tussing, CMO of Tropicana Brands Group, said of the campaign.
The campaign was made in partnership with creative agency of record, Fig, and production companies Reset and Untold. The campaign uses “juice” in the colloquial sense, an approach that has also been adopted by Coca-Cola-owned competitor Minute Maid. Fig took the cultural meaning of “juice” and reimagined it through an emotional lens, explained Mark Figliulo, founder and creative chair at the agency.
“Instead of leaning into category conventions, we built an entirely new world that’s expressive, character-driven and rooted in the tropics to show how even a small moment can transform your day,” Figliulo said in a statement.
Same strategy, new expression
“Give Life Some Juice” will roll out across connected TV, digital video, out-of-home and social platforms, including Spotify, Meta and TikTok. The campaign also features NBCUniversal integrations, experiential activations, influencer partnerships and shopper marketing.
The effort follows a 2024 campaign, “The Juice That Starts It All,” that highlighted moments of joy made possible by the juice brand. That effort had a similar media strategy as Tropicana’s latest campaign, but with creative that focused on the brand’s origin story and its consumers and consumption moments.
“It's not a strategic change. It really is a creative evolution that we're going for,” Tussing said of the new campaign. “It is a completely different look than you've seen from juice drinks overall, let alone the orange juice category, specifically… It's really on us to give people new ways to look at the category, give them new reasons to think about trying juice.”
Getting new consumers to try a long-time refrigerator staple like juice is increasingly difficult amid a changing beverage industry that has seen growth in sparkling water, sports drinks and energy drinks, with an increased focus on functional benefits such as hydration, protein and fiber.
Tropicana recently launched a line of hydration beverages, but the challenge for beverage companies to stay relevant remains a marketing one, especially with the tendency for legacy brands to become less relevant over time. Minute Maid led the juice and juice drink category by volume, across retail and foodservice, with a 15.9% share in 2025. Tropicana had 9.5% share, followed by Minute Maid sister brand Simply at 8.3%, per Beverage Digest data shared with Marketing Dive.
“There's a lot of innovation, there's a lot of new brands coming in the space,” Tussing said. “How are we positioning ourselves through that? Are we meeting consumers where they are, as we continue to meet the consumers' evolving needs?”
Measuring effectiveness
To meet consumers where they are, “Give Life Some Juice” relies on a media strategy that is heavily focused on connected TV, digital and social channels, including with content that is designed to feel organic and native to social platforms. The media strategy is informed by the brand’s use of MMM.
“We were able to see the impact of social, which was extremely effective for us in driving actual business performance,” Tussing said. “We saw that we've been up double digits in the impact of these choices that we're making in our overall media mix.”
For years, marketers have looked to find the right balance of brand building and performance marketing, with the pendulum seeming to swing back and forth depending on market conditions and prevailing trends. Despite Tropicana’s use of MMM, Tussing notes that sometimes marketers are chasing metrics because they can be tracked.
“Marketing is about driving change. We're changing perceptions, and we're trying to change behaviors. The ways we can do that can change, but I think, to some degree, we got a little bit off course by following certain ROAS metrics,” the executive said.
Beyond metrics that strictly measure performance, Tropicana also measures the exposure, sentiment and brand awareness for channels like influencer marketing.
“It allows us to be creative and take some risks in terms of looking at new channels, but having some discipline behind it to make sure that we're getting earned value for it,” Tussing said of channels like influencers. “Frankly, we've been fortunate in terms of having a robust program where we're looking at data from different perspectives.”
