As the AI era dawned no one was talking about it more than brands. It was everywhere as brands tried to position themselves as the most forward looking. The most tech savvy. The most likely to get to fly to Cannes and sip some Rose on the beach. But we had a different take.
Tropicana has always had only one ingredient - oranges. That's it. Just all natural, Vitamin C rich oranges. There's nothing artificial about us. So we decided to remove the A and the I from our name to make this point. We hid bottles in grocery stores nation wide. Then we took our newly christened juice to the heart of the AI world - CES in Vegas. In the face of all of that artificiality, we told a different story. And it was huge.
We got huge coverage, tons of talk and a billion impressions. All because we had a client willing to change their name to let people know we'll always be all natural.
CD/CW: Gary Doyle AD: Marian Beyer
