Tropicana injects vitality into its new campaign to appeal to the young urban Chinese

The campaign, created by DDB Shanghai with media agency OMD, comprises a 30-second TVC that airs nationwide on 10 May for three weeks, followed by an interactive digital campaign which will be launched through the Microblog platform Sina Weibo from 15 May.

DDB Shanghai has been the creative agency for Tropicana for four years and was responsible for its product launch campaign in China in 2008. The ad campaigns in the past three years were more product driven.

After four years as Tropicana’s spokesperson, Louis Koo古天乐, Taiwanese singer, dancer, actor and Jolin Tsai蔡依林, well-known for her energetic dancing and singing performance, are now stepping into the spotlight to help create more appeal with the twenty-somethings in urban China.

The TVC spot was filmed in Hong Kong at the brand new Government Headquarters building in Admiralty. Koo plays an outdoor fruit juice owner, when Tsai comes to his store to buy oranges. But instead of selling her fresh juice in a cup, he cheekily offers her a bottle of Tropicana instead. After a gulp or two, she suddenly bursts with energy and grabs another passerby to kickstart an upbeat group dance. 

DDB Shanghai spokesperson cited that the campaign aims to educate consumers  on Tropicana’s benefits, including its tastiness and energy boosting effects. 

“The competition in the ready-to-drink juice category in China is immensely intense," said Runner Yang, marketing director of Tropicana, "with this strategically sound campaign, I’m sure we’ll further engage and appeal to our target consumers."

Minute Maid, Master Kong, and Uni-President are currently the brand leaders in the juice product segment in China.

 

 

Credits:
Client PepsiCo China
Creative agency DDB Shanghai
Creative Michael Dee, Jason Jin & Ross Luo
Account management Margaret Wu, Jason Ng, Lulu Li & Eden Wu
Production house Bleu Art
Director Richard Au-Yeung
Media agency OMD
Exposure TV, online