Tropicana: Sip Your Sunshine

Tropicana, a brand of orange juice, increased sales in a category suffering from steady decline with its joyful, optimistic campaign Sip Your Sunshine.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Tropicana has been the leader in orange juice for over 70 years. However, the category has been declining. Our challenge was to define our difference by capitalizing on the nostalgia consumers had for Tropicana and winning with younger audiences. A r