Tropicana Twister: Why try to be X when you are Y

Tropicana Twister, a brand of fruit drink, instigated sales growth due to a change in communication in Vietnam.

Campaign details

Brand: SPVB/ TROPICANA TWISTER Lead Agency: MINDSHARE VIETNAM Region: Vietnam

Strategy

Objective

There’s a growing trend in health & wellness. Consumers are paying more attention to what they consume and getting more educated. The juice category is growing 20%, in which competitors started capturing an upturn trend with innovation and