Tropicana: Creating a lot of growth from a little glass

Tropicana, a UK juice brand, grew sales using a multiplatform strategy that encouraged people to consume less of the product per serving.

Campaign details

Brand: TropicanaClient: PepsiCoAgency: AMV BBDO

Executive summary

What you're about to read is the story of how we turned a declining brand, in a declining category, to growth by using communications to encourage people to consume less of a product per serving.

In 2015, the juice category was in double digit decline, and as the major brand within it, Tropicana was being hit hard. People who used to drink juice every morning and were happy to pay a premium for Tropicana were questioning its health credentials and therefore were drinking juice much less...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands