Joyful Tropicana Spots Bring Delicious Moments to Life

With more than 70 years of bringing fresh-tasting 100% OJ to Americans nationwide, Tropicana Pure Premium has been a bright spot on breakfast tables for generations. In fact, Tropicana is the number-one orange juice brand in awareness, salience, preference, and brand loyalty, anchoring its position as the leader of the category. To celebrate its impact in and out of the juice aisle, Tropicana today introduces 'The Juice That Starts It All,' a new campaign that highlights the delicious moments of joy that might not exist without the brand.

Tropicana has always been an innovator in the quest to bring fresh-tasting orange juice to the masses. In the early 1950s, the company adopted the flash pasteurisation of juice, giving birth to its first large-scale, not from concentrate, chilled orange juice brand, Tropicana Pure Premium. To ensure its premium fresh taste was available to all, it later went so far as to launch its own steamship - the Tropicana - and later the Tropicana Train. To this day, the brand maintains its obsession with delivering the joy of quality, fresh-tasting juice to everyone. Tropicana uses oranges picked at the pinnacle of ripeness, squeezes them within 24 hours, and never adds any sugar, ensuring the fresh taste of OJ is available nationwide at breakfast tables and the many other places people enjoy juice.

As 'The Juice That Starts It All,' Tropicana celebrates the practices that make its fresh taste so delicious and cheekily explores the brand’s role in every other aspect of the day. While the orange juice leader knows they didn’t invent mimosas, brunch, fridge chugs, the joy of Saturday mornings, and every other OJ occasion, they do know it wouldn’t be the same without them.

“Tropicana’s legacy in American mornings is clear,” said James Spalding, VP and general manager of Tropicana at Tropicana Brands Group. “With ‘The Juice That Starts It All,’ we’re going one step further to demonstrate how Tropicana continues its commitment to delivering fresh-tasting orange juice, not only putting quality OJ in the hands of consumers, but also jump-starting the many other joyous moments that are made possible through Tropicana Pure Premium.”

The new campaign explores the leading brand’s impact on American mornings - and all other juice-drinking moments in the day - through mass-reaching partners across premium networks and broadcast TV, and builds incremental reach through POLV (Hulu, Peacock, Disney). Additionally, 'The Juice That Starts It All' will further reach the next generation of juice drinkers through social (TikTok, Meta, YouTube) and high-interest audio (SiriusXM, Pandora). Tropicana will also meet people in their local neighbourhoods with dynamic digital OOH takeovers in top markets like New York City, Los Angeles, and Chicago.