A sloth with swagger and a soaring frog give juice brand, Tropicana, a distinctive promise – uplift. Agency, FIG, is taking the brand into new territory, Give Life Some Juice. The new masterbrand campaign is rooted in uplift, vitality and the feeling of the tropics, underlined by the track, UP!, by Forrest Frank and Connor Price, and designed to appeal to a modern audience (that’s spoiled for choice when it comes to drinks).

The US campaign moves away from traditional category tropes to a lush, immersive tropical world that reflects the uplifting feeling of being transported to the tropics with every sip of Tropicana juice. The work was developed with awarded directors, Dorian & Daniel, of Reset and animation studio, Untold, who used hyper-realistic CGI to create a distinctive visual world that blends cutting-edge technology with human craftsmanship.

Give Life Some Juice is running across connected TV, digital video and social platforms including Spotify, Meta and TikTok, alongside high-impact media partnerships including NBCU integrations. The campaign will also include experiential activations and influencer partnerships designed to immerse consumers in Tropicana’s tropical world.

Credits:

Client: Tropicana
CEO: Paul Chibe
CMO: Chris Tussing
Sr Director, Tropicana: Stephanie Walker
Sr Brand Manager, OJ: Caitlin Fahey
Sr Brand Manager, Drinks: Allie Baxter
Associate Brand Manager, OJ: Brooke Sheiner
Associate Brand Manager, Drinks: Charlotte Pellegrini
Additional Contributions by: Jeff Thompson, Julio Morales, Pat Degnan, Tiffany Williams, and Melissa Barash

Creative & Strategy AOR: FIG
Founder & Creative Chairman: Mark Figliulo
Creative Directors: Dan Greener & Jackie Anzaldi
Associate Creative Director: John Vasiliades
Senior Art Director: Alec Milton
Executive Director of Production: Dan Blaney
Senior Producer: Molly Ross
Partner & Chief Strategy Officer: Amber Higgins
Group Strategy Director: Steve Gorski
Senior Director Comms Planning: Rachel Winter
Partner & CEO: Judith Carr-Rodriguez
Group Account Director: Dani Linkus
Account Supervisor: April Davidson
Executive Director, Operations & Project Management: Lindsay Molsen
Senior Project Manager: Jaslima Sidhu
Executive Director, Analytics & AI Innovation: Jessica Ruiz

VFX Studio & Editing: Untold Studios
Creative Director: Adam Droy
Executive Producers: Melody Alexander, Nathan Hoad
Producers: Ashlyn Hardie, Harriet Sail
Editor: Ryan McKenna
VFX Lead (Animation): Rhiannon Evans

Production Company: RESET
Directors: Dorian & Daniel 
Executive Producer: Helen Hollien
Colourist: Julien Alary
Producer: Eli Sandal

Audio Post: Heard City
Managing Partner: Gloria Pitagorsky
Mixer: Eric Warzecha
Executive Producer: Liana Rosenberg
Senior Producers: B Muñoz, Nick Duvarney
Producers: Dylan Stetson

Sound Design: Brian Emrich @ Trinitite Inc.
Music: Music Supervisor: Good Ear Music Supervision

Public Relations AOR: TBWA\Chiat\Day PR
Paid Media AOR: Dentsu X
Social & Influencer AOR: Dentsu Creative
Shopper AOR: Tracy-Locke