Tropicana, The Goodness of Juice

Executive Summary

A 150ml glass of Tropicana is a delicious and effective way of hitting one of your five-a-day and getting the perfect

dose of Vitamin C.

Tropicana partnered with The Telegraph to tell this story (and much more) to split the facts from the fiction in the

sugar debate and get a Little Glass of Tropicana back on the breakfast table of families in the UK.

The campaign helped to transform the brand; delivering improved sales, awareness and brand perception for

Tropicana.

Background and Objectives

The sugar debate has hit Tropicana hard, with a drastic decline in sales of their core juice offering. The ABC1 45+

market has been hardest hit as they move to reduced-sugar alternatives. We needed to stem this bleed of juice

drinkers by educating them about the Goodness of Juice and restoring frequency of purchase to the market, despite

the trend of heavy consumers moving to medium and light ends of the spectrum.

This led to our communications objective: Encourage heavy juice drinkers to reappraise the role of juice in their lives,

using the ‘small glass of juice gives a lot of what you need’ message. This should help to combat the ‘sugar in juice’

message visible in the media.

Newsbrands were the perfect platform to use as we sought to enrich the understanding of readers with a high

frequency, high visibility campaign to restore Tropicana’s reputation in the market. And The Telegraph were the

ideal partner, reaching 27% of the ABC1 45+ audience whilst overindexing against them by 34%.

Insight

Consumers within our audience are always on the lookout for ways to be healthier. As juice has been a casualty of

the negative focus on sugar in recent years, it has left them confused about the health benefits of the drink. We

needed to build an emotional connection with readers to convey the numerous upsides of drinking 150ml of juice

per day; like the Vitamin C content and that it counts as one of your five-a-day. AMVBBDO created the ‘Little Glass’

1 The content blast included native promotion on the homepage as well as a full takeover of all formats, delivering over 8m impressions and 27k clicks to content in one day.

character and there was close collaboration between all parties to ensure the fun, engaging character came through

in each of our print and digital executions.

Plan

We put together a high impact campaign across six of the Telegraph’s paper sections as well as their website and

social channels. The print included media-first section takeovers of News, Sport, Living and Weekend. We also had a

further full takeover of the Weekend section, nine content features across Telegraph Magazine, Weekend and Living

and a 70 day tenancy of the back page weather strip. We pretty much turned the Telegraph orange for three

months. This approach gave us access to all readers of the Telegraph, and the Little Glass creative remained fresh

and relevant throughout, with over 10 copy rotations used across the campaign. The section takeovers each

delivered eight fractional ads within the section, effectively running a Tropicana ad on every page. This high

frequency, bite-size messaging is in line with the campaign message to drink smaller glasses of 150ml of Tropicana

every day to make the most of the health benefits.

In addition to this, we ran HPTOs with content blasts, paid social, and convinced top comedian Arabella Weir to get

involved with our campaign and blog about a series of early morning challenges on our hub.

The media campaign launched with a huge burst of TV and digital out-of-home in week one, introducing the Little

Glass character, and we kicked off two weeks later with our first full takeover of the Weekend section and a

concurrent HPTO of Telegraph.co.uk.

Results

Not only did we turn the paper orange, we smashed our campaign guarantees by delivering over 300,000 unique

views of our content (200k guarantee) and achieved an incredible average dwell time of 2m01s per session. Our best

2 A selection of our print content across Telegraph Magazine, Weekend and Living.

performing article was all about the Benefits of Orange Juice which was read over 155,000 times and has helped

contribute to some remarkable outputs from our research partners on the campaign.

Research Highlights

88% uplift in people saying the campaign drove them to buy Tropicana more often

46% of readers have taken an action as a result of seeing the campaign

10% increase in Telegraph readers drinking Tropicana (and an 8% fall in readers drinking Innocent as well as

a 5% fall in readers drinking supermarket own-brand.)

100% uplift in readers believing that Tropicana was worth paying more for

Tropicana’s market share has increased 4x more amongst Telegraph readers vs the rest of the market

Sources: Kantar Worldpanel (Tropicana sales vs same period last year) Telegraph Reader Panel research conducted by independent market research company, e-digital

Performance Highlights

The HPTO delivered over 8 million impressions and 27k clicks to content in one day

Over 4000 completed views of Tropicana’s 30” TVC

Targeted Social hit over 1.3m unique users and had an engagement rate of over 2.5% and delivered over

10% of our unique content viewers

Source: Spark Clarity Digital Reporting, Telegraph

3 We set top comedian and hater of early mornings, Arabella Weir, a series of early morning based challenges which she blogged about for us.

From a media perspective, our campaign alone hit a massive 27% of ABC1 45+ at an average of 14 times which when combined with our heavyweight TV and outdoor campaign meant our target audience couldn’t avoid Little Glass! We were also the first advertiser in the UK to make use of the Telegraph’s new 100% logo visibility format which fixes our logo on screen across all digital content no matter how far down the page you scroll which really helped make our presence felt.

The role of newsbrands was to educate and inform the audience whilst the mass-media drove our brand awareness. The results bear this out, with the independent research of our Telegraph package showing that our campaign has had significant impact on the brand in the UK. The client loved the work and we are already looking to see how we can make this even bigger and better next year!

Client View

“Our campaign with the Telegraph gave Tropicana unparalleled visibility both online, on social and in print across the

Telegraph’s platforms. This included being the first advertiser to utilise the media-first infinite scroll format which

gave us 100% viewability of the Tropicana logo. The campaign performed extremely well, with uplifts in sales, market

share and brand perception.”

Sophie Giraudel, Brand Manager Tropicana.

4 Our high impact section takeovers comprised of 8 individual fractional insertions per section, the first time Telegraph editorial teams have agreed to this, and we ran these across FOUR separate sections!