Top Story

e4m_logo.png

Home >> Advertising >> Article

Ad Review: Tropicana 100% juice – making a meal out of a rushed breakfast

28-May-2010
Font Size   16
Ad Review: Tropicana 100% juice – making a meal out of a rushed breakfast

Sharpening its focus on making healthy breakfast options widely available for consumers, PepsiCo has launched a new campaign for its fruit juice brand Tropicana 100%. The new campaign focuses on making Tropicana 100% as an integral ingredient for a complete breakfast, especially on rushed weekdays.

Client: PepsiCo
Brand: Tropicana 100%
Agency: JWT
Medium: Television

The Brief:

Homi Battiwalla, Director - Juice and Juice Drinks, PepsiCo India, said, “Tropicana has been very successful with the initiatives behind its 100% range of juices, which included the launch of the new mixed fruit juice last year. The new Tropicana 100% juice communication, aims to unlock the juice category in India, by positioning it as a critical constituent of the breakfast menu. With the growing lifestyle trend of ‘rushed breakfast’, nutrition often tends to get compromised. The new campaign introduces the powerful functional benefit of nine natural fruit nutrients in the juice.”

Hari Krishnan, Vice President, JWT India said, “Tropicana as a brand is all about nutrition. The new campaign ‘Let’s Make Breakfast 100%’ reinforces the wonders of a warm, nutritious and fulfilling breakfast. This serious everyday issue is tackled in an entertaining and engaging manner.”

The campaign will also be associated with a host of innovative channel-centric activities aimed at reinforcing the ‘Tropicana – complete breakfast’ concept. The brand has also revamped its packaging to highlight the nutritional benefit that Tropicana 100 per cent juices bring to one’s ‘rushed breakfast’.

The Final Product:

The new 2010 TVC takes a page out of the daily life of a typical urban household, depicting a young couple rushing through breakfast, only to find food on the plate shrinking dramatically. This baffles the man but his smile returns when his wife adds a glassful of Tropicana 100 per cent juice to the breakfast. The TVC will be complimented by a print led surround campaign that aims to educate consumers about the effect of cutting breakfast short, and how Tropicana can add nutrition to breakfast.

Xpert Comments:

Shabnam Sirur, Partner & CD, RK Swamy/BBDO said, “The ad proposes that the intake of food for working people is shrinking, and that Tropicana has nine ingredients that make up for it. It's like any other health drink ad. While the proposition is clear, it doesn't feel credible. Perhaps romancing the ingredients would have been more convincing. As a working woman, I wish I had the time to dish out a lavish menu like egg, dosa, toast and cereal every morning as is shown in the ad. Better still have a husband who is benign enough to follow my instructions on such an exhaustive diet!”

Our Take:

Creatively maybe not among the best, but the ad does manage to convey its message of Tropicana 100% being integral to getting the required nutrition in a rushed breakfast scenario.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.