Chicago, U.S.A. — Tropicana is ushering in its new era with the launch of ‘Give Life Some Juice,’ a new global masterbrand campaign designed to bring a fresh creative identity to the iconic juice brand!
Created in partnership with creative agency FIG, the campaign introduces a vibrant tropical world inspired by the uplifting feeling Tropicana brings to everyday life, built around the cultural idea that everyone needs a little more “juice” — energy, positivity and vibrancy — in their daily routines.
At the heart of the campaign is a 60-second animated film “Up,” whose story follows a sleepy sloth who gains an immediate burst of energy and confidence after taking a sip of Tropicana and dancing his way through the jungle to the hit track “UP!” by Forrest Frank and Connor Price.
Beyond the hero film, the campaign extends across a fully integrated 360-degree rollout featuring multiple video assets, social content, audio, out-of-home advertising and digital experiences, with additional executions including Soar, Dibs, Swarm, Duel and Hanging further expand the campaign’s tropical storytelling across different channels.
“With ‘Give Life Some Juice,’ we’re building on that legacy to show how Tropicana brings uplift to everyday moments through a vibrant tropical world that reflects our brand and the natural vitality behind our portfolio of juices,” said Chris Tussing, Chief Marketing Officer at Tropicana Brands Group.
“Instead of leaning into category conventions, we built an entirely new world that’s expressive, character-driven and rooted in the tropics to show how even a small moment can transform your day,” shared Mark Figliulo, Founder and Creative Chair at FIG.
The ‘Give Life Some Juice’ campaign will run across connected TV, digital video and social media platforms including Spotify, Meta and TikTok, alongside high-impact media placements, influencer collaborations and experiential activations that bring the tropical world to life.
Through the campaign, Tropicana aims to unite its portfolio under a single creative platform while reminding consumers that even small everyday moments can feel a little brighter with a touch of tropical optimism.
