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Tropicana 100% embarks on digital campaign

09-November-2011
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Tropicana 100% embarks on digital campaign

Tropicana 100%, the juice brand from PepsiCo, has launched a new campaign – ‘Now Breakfast Shall Win’. The new campaign metaphorically depicts everyday battles between breakfast and the interruptions that lead to a rushed morning to establish Tropicana 100%’s relevance in this situation. Tropicana 100% is launching a large scale campaign on the digital space to engage with its consumers and communicate the importance of a complete breakfast.

The brand is launching ‘Tropicana Breakfast Club’ on leading social networking platforms like Facebook and Twitter. Each and every activity on the Facebook page - from liking a post to uploading a picture - will help users garner points. These points can then be redeemed for Tropicana products; invitation to monthly breakfast parties in 5-star hotels across 4 metros; and a chance to win the big prize to visit an international destination for a breakfast holiday.

Apart from exciting visuals, the page has interactive and fun applications such as ‘Breakfast Bites Back’. The successfully running TVCs capture breakfast disruptions like important calls from the office, few more winks of sleep leading to incomplete breakfast. The TVC showcase morning breakfast battles, including egg versus mobile phone and dosa versus pillow, to highlight this gap. The pillow standing for extra sleep overpowers the dosa, and a call from the boss takes priority over the egg. In this rushed morning, Tropicana 100% offers the required nutrition in a convenient manner.

Commenting on the new campaign, Homi Battiwalla, Director, Juice & Juice Drinks, PepsiCo India, said, “Tropicana as a brand is all about nutrition. The hectic lifestyles of today are taking a toll on the nutrition intake. After the immense success of our previous campaign – ‘Let’s Make Breakfast 100%’, the new campaign ‘Now Breakfast Shall Win’ focuses on deepening the relevance of Tropicana 100% in a rushed breakfast situation and how it helps complete nutritional requirement in a quick, convenient manner. We believe that digital is an essential medium to connect with our target audience that spends more and more time on the internet. Our presence on the web will create opportunities for consumers to not only engage with the brand but also get exiting rewards & information.”

Commenting on the campaign, Saurabh Saksena, Executive Business Director, JWT, said, “Tropicana continues to deepen its relevance with the breakfast space. In this day and age, breakfast often competes with other activities like reading a newspaper, a morning meeting, boss’ call, or wanting to sleep for that extra ten minutes. Very often they win over a hearty breakfast. This year’s communication big idea was to represent the futility of a duel between breakfast and other such priorities in an innovative and dramatic way. The key message being, Tropicana 100% with 9 fruit nutrients allows breakfast to win, thanks to the multiple fruit nutrients that helps overcome the nutrition gap. The idea was well matched by equally disruptive execution in the social media space.”

 

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