JOJX Partners with Cramer-Krasselt to Showcase the Joy of Tropicana Juice

March 13, 2024

JOJX Director Michael Clowater and Tropicana introduce “The Juice That Starts It All,” a new campaign highlighting the delicious moments of joy that might not exist without the brand.

“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.”

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