Tropicana - How the Big Apple helped sell orange juice

Tropicana's 2003-05 campaigns needed to achieve a number of goals, among which numbered reversing a decline in market share, building the brand and (especially) widening penetration.
Agency: DDB LondonAuthors: Alex Huzzey, Julia Wood, Rachel Leaver, Maria Garcia, Les Binet and Sarah Carter

Tropicana – How the Big Apple helped sell orange juice

In these days of “media neutral”, “consumer generated content”, “podcasts”, PVRs and the like, a visiting alien marketing person could be forgiven for thinking that TV advertising is finished.

This is a simple but powerful reminder of what TV advertising at its best can do; reversing a brand's declining market share, justifying a huge premium over own label, and ultimately driving both penetration and loyalty.

This paper also demonstrates that despite...

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