{"id":2342,"date":"2025-02-20T10:07:46","date_gmt":"2025-02-20T10:07:46","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=2342"},"modified":"2025-04-13T16:13:54","modified_gmt":"2025-04-13T16:13:54","slug":"tropicana","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/tropicana\/","title":{"rendered":"Tropicana"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        Tropicana                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 21.13%; top: 31.25%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/cramer-krasselt\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        Cramer-Krasselt                                        <span>Chicago, United States of America<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/branding-case-studies\"><button class=\"custom-button\">Branding<\/button><\/a><a href=\"\/work\/content-case-studies\"><button class=\"custom-button\">Content<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/media-buying-planning-placement-case-studies\"><button class=\"custom-button\">Media Buying \/ Planning \/ Placement<\/button><\/a><a href=\"\/work\/pr-case-studies\"><button class=\"custom-button\">PR<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        <strong>Tropicana<\/strong><br>\u00a0<br><em>Reinvigorating a commodity with breakthrough creative and efficient social-first brand activations relevance<\/em><br>\u00a0<br>Tropicana, once an iconic, household brand for decades, needed a shot in the arm of modernity, connection with new, younger consumers and cultural relevance in ways that didn\u2019t break the bank.<br>\u00a0<br><strong>The Situation:<\/strong><br>\u00a0<br>Tropicana is an iconic 75-year-old brand. Yet when they came to C-K, the category was in decline, sugar concerns were top of mind, and people were simply choosing brands on price from week to week. While brand awareness is strong, in times of economic uncertainty it\u2019s easy to reach lower in the cooler case for a private label brand. Juice is juice, after all, right? OJ had become commoditized.<br>\u00a0<br>We needed to find distinction in a \u201csea of sameness\u201d category. We needed to drive distinction for Tropicana in a big way and give our sales volume and household penetration reinvigoration \u2013 and quick.<br>\u00a0<br>The typical CPG approach just wasn\u2019t going to cut it.<br>\u00a0<br>This is the approach we would take for Cotton Inc., starting with how to fight \u201ccotton blindness\u201d and regain distinction.<br><\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong>The Insight<\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Through extensive consumer and cultural mining, we found an opportunity to take our brand strategy of \u201cTropicana is a moment of brightness in your day\u201d and dig deeper into how consumers \u2013 especially Millennial Families and Gen Z \u2013 were really living their daily lives and understand where Tropicana could intersect.<br>&nbsp;<br>We found there was power in embracing the chaos and uncertainty of modern life and pushing against that tension to land a universal insight that shows how that little burst of optimism can be found in sipping Tropicana.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong>The Idea<\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">A breakthrough campaign that highlighted the crazy situations life delivers. Like being trapped in your driveway by a snowplow or stuck in an awkward conversation with strangers or maybe stumbling into a manhole on your way to work (whoops!).<br>&nbsp;<br>We don\u2019t have control over what life throws at us. But we DO have control over how we look at these situations. The strategic unlock:<br>&nbsp;<br>Whatever the day brings, Tropicana makes things a little brighter.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong>The Execution<\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">We brought the Sip Your Sunshine campaign to life via traditional media and digital, as well as social-first creative and brand acts. But the executional challenge was to create two-plus years of content to fulfill a robust media plan, and break through the media clutter of our consumers\u2019 daily lives.<br>&nbsp;<br>Sip Your Sunshine\u2019s approach was purposefully designed from the start to&nbsp;be modular and vignette-focused \u2013 which allowed us to shoot and create over 332 assets within a few days\u2019 shoot. A highly efficient, volume-focused production approach. We got people talking about and thinking about Tropicana in a new, modern light.<br>&nbsp;<br><strong>Results:<\/strong><br>&nbsp;<br>+10 points brand distinction YOY<br>&nbsp;<br>7 billion (yes, billion) earned media impressions<br>&nbsp;<br>Highest campaign ROI in Tropicana history<br>5% sales lift<br>&nbsp;<br>Campaign scored within the top 10% of all PepsiCo brands<br>&nbsp;<br>To see some of the work, use this URL:&nbsp;<br>&nbsp;<br><a href=\"https:\/\/vimeo.com\/852892784\/ab82be59c8\">https:\/\/vimeo.com\/852892784\/ab82be59c8<\/a><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69e1eb1ce88b1-8650\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                    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