The new TV and digital campaign is aimed at showing the relevance of the fruit juice brand in bridging the nutrient gap
BestMediaInfo Bureau | Delhi | November 8, 2011
A good breakfast makes for a good start to the day but is compromised nowadays due to rushed mornings, thus leading to compromised nutrition. Tropicana 100% with the goodness of nine fruit nutrients helps bridge that nutrition gap, therefore becoming an important part of the urban Indian breakfast routine. This is the message of the new campaign of Tropicana 100%, the juice brand from PepsiCo.
The campaign ‘Now Breakfast shall Win’ metaphorically depicts everyday battles between breakfast and the interruptions that lead to a rushed morning with the objective of establishing the relevance of Tropicana 100%’s such situations.
The TVCs capture breakfast disruptions like important calls from the office or a few more winks of sleep leading to incomplete breakfast. The TVCs showcase morning breakfast battles – like egg versus mobile phone and dosa versus pillow -- to highlight this gap. The pillow standing for extra sleep overpowers the dosa, and a call from the boss takes priority over the egg. In such rushed mornings, Tropicana 100% offers the required nutrition in a convenient manner.
The juice brand is also launching a large-scale campaign in the digital space to engage with its consumers and communicate the importance of a complete breakfast. The ‘Tropicana Breakfast Club’ on Facebook will help users garner points from each and every activity -- from liking a post to uploading a picture. These points can then be redeemed for Tropicana products; invitation to monthly breakfast parties in 5-star hotels across 4 metros; and a chance to win the big prize to visit an international destination for a breakfast holiday! Apart from exciting visuals, the page has interactive and fun applications such as ‘Breakfast Bites Back’.
Watch the TVCs here:
Homi Battiwalla, Director, Juice & Juice Drinks, PepsiCo India, said, “Tropicana as a brand is all about nutrition. Today’s hectic lifestyle is taking a toll on the nutrition intake. After the immense success of our previous campaign ‘Let’s Make Breakfast 100%’, the new campaign ‘Now Breakfast Shall Win’ focuses on deepening the relevance of Tropicana 100% in a rushed breakfast situation and how it helps complete nutritional requirement in a quick, convenient manner. We believe that digital is an essential medium to connect with our target audience that spends more and more time on the Internet. Our presence on the web will create opportunities for consumers to not only engage with the brand but also get exiting rewards and information.”
Commenting on the campaign, Saurabh Saksena, Executive Business Director, JWT, said, “Tropicana continues to deepen its relevance with the breakfast space. Breakfast often competes with other activities like reading a newspaper, a morning meeting, boss’ call or wanting to sleep for that extra ten minutes. Very often they win over a hearty breakfast. This year’s communication big idea was to represent the futility of a duel between breakfast and other such priorities in an innovative and dramatic way. The key message is that Tropicana 100% allows breakfast to win, thanks to the multiple fruit nutrients that help overcome the nutrition gap. The idea was well matched by equally disruptive execution in the social media space.”
Production House – QED Films
Director – Rafael
Producer – Suprotim Day
Creative Team – Jaideep Mahajan, Abhishek Misra/Chandni Kapur
Agency Producer - Mandeep Singh
Account Management Team – Saurabh Saksena, Kundan Joshee, Shreya Chatterjee