The logo of Trópico, a brand exploiting tropical fruits.

OOHs

Brand Objective: Get Gen Z to keep Tropicana in their fridges.

Tension: Gen Z is unaware of the cognitive benefits of drinking orange juice.

Insight: Gen Z is constantly doomscrolling, leaving their brains fried and craving a simple boost.

Idea: Tropicana is “The Solulu to your Delulu”

A graphic with a green background and a stylized bottle shape made of the words 'VITAMIN C AFTER YOUR SCROLL SESSION.' The words 'HITS DIFFERENT' are below, with the Tropicana logo and the slogan 'The Solala to your Delula' at the bottom.
A large green billboard on a city sidewalk displaying an advertisement for Tropicana juice. The text is arranged in a shape resembling a squeezed orange and reads: 'VITAMIN C AFTER YOUR SCROLL SESH. HITS DIFFERENT. The Solulu to your Deli.'
Colorful infographic with the message 'No cap. Your FYP can't boost your immunity but this can'. Includes a Tropicana logo and the slogan 'The Solala to your Delulu' at the bottom.
Sign in a grocery store that reads 'NO CAP. YOUR FYP CAN'T BOOST YOUR IMMUNITY BUT THIS CAN' with the Tropicana logo at the bottom. Background shows shelves of fresh green vegetables and fruits.
Colorful advertisement with the text 'TBI...' on the left in large white letters and a bottle shape on the right filled with the text 'Scrolling won't get you this much vitamin C' in orange, yellow, and white over a green background, with the Tropicana logo and slogan at the bottom.
Sign in a grocery store with green background, displaying the message 'TBH... scrolling won't get you this much vitamin C' with the Tropicana logo and tagline 'The Solful to your Delala' at the bottom.

App

App-blocking and reality check app that users can customize to their mental needs.

Users can send images of themselves completing prompted tasks to win various merch prizes.

A logo featuring a circular design with a divided background showing green grass on the left and an orange sun on the right. In the center, there is an orange circle with the letters 'TG' and a white capsule shape.
Smartphone screen displaying Tropicana's nature-themed app with a message indicating a call to action for a nature walk activity, featuring a graphic of a tree, a pathway, and the sun, along with buttons for snoozing or starting the activity.
A smartphone screen displays an app titled 'TouchGrass with Tropicana,' with an illustration of a person stretching outdoors next to a tree and a sun. The app offers a 'Quick 60-Second Stretch' and buttons for snoozing or doing the stretch now, promoting outdoor activity.

Merch Prizes

Open workbook and closed textbook titled 'Brain Boost' on grass field with small white flowers, sunlight in the background.

Analog prompted journal

A pair of orange sunglasses resting on a grassy field with small white flowers, with trees in the background under a clear sky.

Blue light glasses

Picnic setup on grass with a rolled blanket, orange glasses, a book titled 'Brain' by Toni'cuador, a water bottle, a bucket hat with orange lettering, and a picnic mat featuring floral patterns. Trees and a park are in the background.

Picnic Blanket

An orange insulated tumbler with a green handle and lid, featuring the text "The Solulu to your Delulu" and the Tropicana logo, sitting on a picnic blanket in a grassy field with sunlight in the background.

Stanley OJ vessel

A green bucket hat with embroidered orange text that reads 'TOUCH GRASS TROPICANA' resting on grass with small flowers, blurred trees, and sky in the background.

Bucket Hat

Radio Script

Ava: Yo, my fit last night? It cooked ngl.

Jay: Lowkey was mid but highkey fire at the same time.

Ava: Bro, ur delulu fr. Giving heavy side eye rn.

Jay: Sus.

Ava: Bruh, my fit’s still living rent free in ur mind tho.

Jay: Ik, ik. It's giving gas but also chopped. 

Ava: Bruh, I understood the assignment, no cap.

Jay: I’m shook. Lowkey crashing out rn.

Ava: This convo? Sending me, fr.

Neutral Narrator: Confused? Yeah… same. Your brain just got cooked. Kill that brainrot with a Tropicana Brainboost. Its The Solulu to your Delulu!

30 second spot

Social Media

A woman with curly red hair drinking Tropicana orange juice by a poolside, with palm trees in the background, and promotional text for a product launch on a mobile phone screen.

Instagram

A digital advertisement for Tropicana orange juice featuring a curvy glass of orange juice with a slice of orange and mint leaves on the rim, set against a dark green background with the text "The Ultimate Thirst Trap" and "Slurpppp" in orange, and a note about swiping if you can handle it.

Team

Emily Au - Art Director
Reanna de Vera - Copywriter
Meghan MacCormack - Art Director