Tropicana makes goodness taste sweet

Tropicana, from the house of PepsiCo, has rolled out a campaign titled ‘Goodness Jo Dikhti Hai’ (goodness that is seen), to showcase the range of its revamped see-through PET packagings. Conceptualised by Wunderman Thompson, the film aims to connect with the youth, by showcasing how unpleasant situations can be turned around by tapping into one’s inner goodness.

 

The film opens with the protagonist and his friend standing on the roadside, while a speeding car almost rams into them. One of the men yells at the car in anger, which stops, while a muscular man steps out of the car and walks towards them. The angry person sees the man walking towards him and begins to get scared, while his friend is calm. 

 

The scared man tries to rush inside his car and the calm one asks him if he can see the inner goodness of the Tropicana juice. The man trembles and answers yes, while the calm one confidently tells him to observe the inner goodness of the muscular man. The protagonist puzzles the muscular man with funny martial arts poses, and ultimately puts the juice inside his mouth. After drinking the juice, the muscular man grabs the fearful one, hugs him and apologises for speeding the car. 

 

Anuj Goyal, associate director, Tropicana and Slice, PepsiCo India, said, “Tropicana is one of the leading players in the Indian juice drinks market, and we are all set to unlock additional growth not only for the brand but also the category this summer. We are very excited to launch the new brand campaign for Tropicana that celebrates ‘inner goodness’. We are confident the new positioning with this campaign will help Tropicana strengthen connect with the consumers and continue to build brand loyalty.”

 

Sumati Singh, executive creative director and VP, Wunderman Thompson, said, “Tropicana’s transparent bottle led us to envision the idea of ‘goodness jo dikhti hai’. We are all different people with different personalities but at the core we all have goodness inside us and when the Goodness of Tropicana goes in, our goodness comes out. This thought comes alive in our commercial, where Tropicana plays the catalyst to bring out the andar ki goodness to the forefront.”

 

The film will be rolled out across TV, digital, outdoor, and social media. 

 

 

CREDITS: 

Brand: Tropicana

Agency: Wunderman Thompson 

Account management: Charu Bhatnagar, EBD and VP, Naman Puri, CSD

Account planning: Shubhrojyoti Roy, SVP, Divyoshree Chatterjee, SPD and Xeetij Sharma, PM

Creative : Reshna Banerjee, SCD and Abheek Ghosh, Sr Copywriter