On June 8, Tropicana officially launched its new master brand campaign, "Give Life Some Juice," aimed at highlighting the invigorating experience its juice portfolio brings to consumers. According to details obtained by Marketing Dive, the campaign represents an evolution in the brand's creative expression but does not change its media strategy based on marketing mix modeling (MMM).

At the heart of the campaign is a 60-second hero visual ad set in a tropical world: a sloth regains its vitality after drinking the brand's orange juice. The ad takes its name from the song "Up!" by Forrest Frank and Connor Price, which also serves as the ad's soundtrack. Additionally, the campaign includes versions of varying lengths, such as 30-second, 15-second, and 6-second spots, each showcasing the positive impact of Tropicana juice on other animals and life scenarios.

Chris Tussing, Chief Marketing Officer of Tropicana Brands Group, said of the campaign: "Tropical imagery has long been associated with our brand. This campaign not only captures the invigorating feeling of drinking Tropicana juice but also presents it in a creative, fun, and recognizable way, which is an outstanding expression for us."

The campaign was created by the brand's creative agency Fig, along with production companies Reset and Untold. The campaign cleverly leverages the cultural meaning of the word "juice" in colloquial usage—a technique previously employed by competitor Minute Maid, owned by Coca-Cola. Fig founder and creative chairman Mark Figliulo explained that the team reinterpreted the cultural connotation of "juice" through an emotional lens.

Figliulo said in a statement: "Instead of following category conventions, we built a new, expressive, and character-driven tropical world to show that even a small moment can change your day."

Strategy unchanged, creative refreshed

"Give Life Some Juice" will span connected TV (CTV), digital video, out-of-home advertising, and social media platforms, including Spotify, Meta, and TikTok. The campaign also integrates NBCUniversal partnership resources, experiential marketing activities, influencer collaborations, and shopper marketing.

The campaign follows "The Juice That Starts It All" from 2024, which focused on the joyful moments brought by the juice brand. The 2024 campaign employed a media strategy similar to the current one, but its creative focus was on the brand's origin story, consumers, and their consumption scenarios.

"This is not a strategic shift, but rather the creative evolution we are pursuing," Tussing said of the new campaign. "Compared to juice drinks as a whole, especially the orange juice category, this is a completely different visual presentation... We do have a responsibility to offer consumers a new perspective on the category and give them a new reason to try juice."

With sparkling water, sports drinks, and energy drinks continuing to grow, and consumers increasingly focusing on functional benefits such as hydration, protein, and fiber, getting new consumers to try juice—a traditional refrigerator staple—has become increasingly difficult.

Tropicana has recently launched a hydration drink line, but the challenge for beverage companies to stay relevant remains primarily in marketing, especially as traditional brands tend to lose appeal over time. According to Beverage Digest data (shared with Marketing Dive), Minute Maid led the juice and juice drink category (covering retail and foodservice channels) in 2025 with a 15.9% share, followed by Tropicana with 9.5%, and Minute Maid's sister brand Simply ranked third with 8.3%.

"There is constant innovation in the market, and new brands are emerging all the time," Tussing said. "How do we position ourselves in this process? Are we truly reaching consumers where they are while continuously meeting their evolving needs?"

The way to measure effectiveness

To reach consumers, "Give Life Some Juice" relies on a media strategy highly focused on connected TV, digital, and social channels, including creating content designed to align with the native atmosphere of social platforms. This media strategy is informed by the brand's use of MMM.

"We are able to see the impact of social channels, which has been extremely effective for us in driving actual business performance," Tussing said. "We have seen double-digit growth in business impact as a result of the choices we have made in our overall media mix."

For years, marketers have sought a balance between brand building and performance marketing, and this pendulum often swings back and forth with market conditions and prevailing trends. Although Tropicana uses MMM, Tussing noted that sometimes marketers over-chase certain numbers because they are trackable.

"The essence of marketing is driving change. We are changing perceptions, and we are also trying to change behavior. The ways to achieve these goals can vary, but to some extent, we have deviated from the path by over-focusing on certain ROAS metrics," the executive said.

In addition to strictly performance-measuring metrics, Tropicana also measures reach, sentiment, and brand awareness for channels such as influencer marketing.

"This allows us to be creative and take certain risks when exploring new channels, while having discipline behind it to ensure we get the corresponding value in return," Tussing said of channels like influencer marketing. "Frankly, we are fortunate to have a robust system that allows us to look at data from different perspectives."