Tropicana Your daily ray of sunshine
Tropicana's new print campaign ‘Your Daily Ray of Sunshine’ which seeks to shift consumer associations of occasionally drinking Tropicana for a special breakfast treat to an essential (and therefore ritualistic) behaviour every day.
Using the most delicious fruits to give a refreshing taste, a glass of Tropicana Orange Juice is packed full of vitamin C, a source of folic acid and provides one of your 5 a day. This combination means Tropicana is as good as it tastes and really makes you feel like you’ve got the day off to the best start possible. That’s just one reason why there is such a feeling of optimism around the brand and this is reflected in each of the five executions.
The campaign reflects the optimism of the Tropicana brand, encouraging readers to adopt a glass half full approach to the day ahead and start as they mean to go on - unlocking the need and desire for Tropicana in the process. Each execution depicts a different day of the working week. Stunningly simple, the bright and visually engaging artwork reflects the optimism of the Tropicana brand, using a different pep-talk mantra each day to encourage the reader to think positively about the day ahead, and attack it in a Tropicana way.
31 January 2011