Tropicana unveils new campaign 'It's THAT Juice'

Tropicana has announced new creative campaign, ‘It’s THAT Juice’ that brings to life the concept that – like Tropicana – the thing that makes you shine brighter is what’s on the inside.

The bold and inspiring creative, set to run throughout 2023, brings focus to the brand’s classic chilled range and its new ambient range. Launched in May, Tropicana’s latest innovation fills the gap in branded offerings in the not-from-concentrate ambient juice category and offers shoppers the opportunity to enjoy the great quality and taste of Tropicana for longer.

Rolling out across the UK with OOH & digital, BVOD, Social and PR, the campaign grounds itself in the brand’s philosophy of positivity, fuelling a sunnier world, one person at a time. The campaign breaks away from generic category messaging and visual codes and commands a distinctly bold, differentiated approach to advertising and communications.

“The launch of this new campaign marks an exciting moment for our beautiful brand. It expresses our confidence as market leaders and showcases what makes Tropicana special,” Mick Van Ettinger, chief marketing officer, Europe at Tropicana Brands Group, said.

“It’s about more than our heritage, or our sun-ripened oranges that are handpicked at their peak and squeezed within 24 hours – it’s because Tropicana isn’t just any juice, it’s THAT juice.”