Campaign India Team
Nov 09, 2011

JWT extends Tropicana’s new campaign to social networks

The new campaign metaphorically depicts everyday battles between breakfast and the interruptions that lead to a rushed morning.

wide player in 16:9 format. Used on article page for Campaign.

After a successful series of TVCs on the theme – ‘Now Breakfast Shall Win’, Tropicana is launching ‘Tropicana Breakfast Club’ on leading social networking platforms like Facebook and Twitter. The recently launched campaign metaphorically depicts everyday battles between breakfast and the interruptions that lead to a rushed morning - to establish Tropicana 100%’s relevance in this situation.

Commenting about the new campaign, Homi Battiwalla, director, juice and juice drinks, PepsiCo India, said, “The new campaign focuses on deepening the relevance of Tropicana 100% in a rushed breakfast situation and how it helps complete nutritional requirement in a quick and 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. In this day and age, 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 being, Tropicana 100% with nine fruit nutrients allows breakfast to win. The idea was well matched by equally disruptive execution in the social media space.”

The TVCs capture breakfast disruptions like important calls from the office and few more winks of sleep leading to an incomplete breakfast on most mornings. The films showcase morning breakfast battles including 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. The film depicts that in this rushed morning scenario, Tropicana 100% offers the required nutrition in a convenient manner.

As part of the digital campaign, each and every activity on the brand's Facebook page - from liking a post to uploading a picture - will help users garner points. These points can then be redeemed for Tropicana products; invitation to monthly breakfast parties in 5-star hotels across four 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’.

Credits:

Client: PepsiCo (Tropicana 100%)
Agency: JWT Delhi
Creative Team: Jaideep Mahajan, Abhishek Misra/Chandni Kapur
Account management team: Saurabh Saksena, Kundan Joshee, Shreya Chatterjee
Agency producer: Mandeep Singh
Production House: QED Films
Director: Rafael
Producer: Suprotim Day

Source:
Campaign India

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