Tropicana has presented the new masterbrand campaign Give Life Some Juice, through which it aims to connect its wider portfolio of fruit beverages under one creative platform.
The campaign was developed by agency FIG, and its basic direction starts from the idea that juice can bring additional energy to everyday moments. Instead of communication that primarily relies on product origin and familiar category elements, the new campaign builds an animated tropical world populated by animals and fruit.
At the center of the campaign is the 60-second film Up, directed by Dorian & Daniel from production company Reset, with animation by studio Untold. The film follows a sloth in the rainforest reaching for a bottle of Tropicana 100% Orange Juice, after which his rhythm changes and he moves through the tropical landscape together with other animals.
The visual approach of the campaign relies on hyperrealistic CGI, developed to present a recognizable tropical world connected with the brand and its fruit portfolio. The music for the hero film is the song UP! performed by Forrest Frank and Connor Price.
In addition to the main film, the campaign includes shorter 6, 15 and 30-second formats, as well as additional executions titled Soar, Dibs, Swarm, Duel and Hanging. Through them, the same creative platform expands across different characters, situations and products from the portfolio.
Give Life Some Juice will run on connected TV, digital video, social media, audio platforms and OOH channels. The media plan includes Spotify, Meta, TikTok and integrations with NBCUniversal, along with shopper marketing, influencer partnerships and experiential activations.
For Tropicana Brands Group, the campaign is part of a broader brand refresh and an attempt to present the portfolio to younger consumers, while maintaining the connection with the brand’s long-standing presence in the juice category.
The new creative platform comes after the 2024 campaign The Juice That Starts It All, which was more focused on the brand’s origin, consumers and consumption moments. This time, the strategy remains similar, but the mode of expression changes: instead of real everyday scenes, Tropicana uses animated characters, music and a tropical setting to give the category a fresher visual framework.
The change comes at a time when the non-alcoholic beverage market is changing quickly, and juices are competing with categories such as sparkling water, sports and energy drinks, as well as beverages that increasingly communicate functional benefits. In that environment, Tropicana is not changing its basic strategy with the new campaign, but its creative expression. The brand aims to present its wider portfolio through a more recognizable and flexible visual system, which can expand across different formats, channels and products.
