After more than 75 years as one of the most recognizable names in juice, Tropicana is refreshing its brand identity with a new masterbrand platform designed to connect with a new generation of consumers.
Created by FIG, the campaign “Give Life Some Juice” marks a significant shift away from traditional beverage advertising toward a more emotional, immersive expression of the brand.
Rather than focusing on breakfast tables, nutrition claims, or product attributes, the campaign taps into the uplifting feeling Tropicana hopes consumers associate with its products—a sense of energy, optimism, and tropical escape.
At the center of the launch is a 60-second hero spot titled “Up,” which follows a sloth whose life is transformed after taking a sip of Tropicana 100% Orange Juice. Suddenly energized, the animal launches into a vibrant rainforest adventure filled with color, movement, and newfound confidence. Watch below:
The spot was developed with directing duo Dorian & Daniel of Reset and animation studio Untold, whose work combines hyperrealistic CGI with handcrafted artistic techniques to create a visually rich tropical world.
Set to the song UP! by Forrest Frank and Connor Price, the creative leans into playful storytelling and fantasy rather than the category’s traditional focus on health benefits and functionality.
The campaign represents a broader effort to unify Tropicana’s expanding portfolio under a single brand idea while modernizing how the iconic juice company shows up in culture.
“Give Life Some Juice” will roll out across connected TV, digital video, and social platforms, including Spotify, Meta, and TikTok. The effort also includes NBCUniversal integrations, influencer partnerships, and experiential activations designed to bring the campaign’s tropical universe to life beyond traditional advertising.
The launch reflects a growing trend among legacy consumer brands seeking to build emotional relevance with younger audiences. Rather than relying solely on product messaging, marketers are increasingly investing in distinctive worlds, characters, and cultural storytelling that can extend across multiple touchpoints.
For Tropicana, that means transforming a glass of orange juice into something bigger: a momentary escape to a brighter, more energized state of mind.
With “Give Life Some Juice,” the brand is betting that consumers aren’t just looking for refreshment—they’re looking for a reason to feel a little more alive.
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