Global juice brand Tropicana has launched a new campaign via creative agency FIG, following the journey of a sloth starting its day with a sip of fresh orange juice.
The work, “Give Life Some Juice” is set to the track “UP!” by Forrest Frank and Connor Price and opens with a sloth hanging from an orange tree in the rainforest, reaching for a bottle of Tropicana 100% Orange Juice.
With each sip of Tropicana’s fruit juice, he sets off on his day in the rainforest, with everything around him being brought to life.
“For decades, Tropicana has been dedicated to the craft of perfecting high-quality, fresh-tasting juice,” said Chris Tussing, chief marketing officer at Tropicana Brands Group.
“With ‘Give Life Some Juice,’ we’re building on that legacy to show how Tropicana brings uplift to everyday moments through a vibrant tropical world that reflects our brand and the natural vitality behind our portfolio of juices.”
Created in collaboration with award-winning directors Dorian & Daniel of Reset and animation studio Untold, the campaign also reflects a commitment to human craftsmanship.
Together, the team developed a hyperrealistic CGI world that blends cutting-edge technology with artistic precision, bringing to life the natural deliciousness of the fruit behind Tropicana’s portfolio of juices in a way that live action alone could not. The result is a distinctive visual world that sets Tropicana apart from other brands in the category.
Once sipping the juice, the sloth is instantly rejuvenated and leaps into a world that comes alive around him, moving through the lush landscape and interacting with fellow animals, all with a renewed sense of swagger and confidence. A suite of assets including “Soar,” “Dibs,” “Swarm,” “Duel,” “Hanging,” social, audio and OOH expand the brand world across a robust 360 campaign that highlights Tropicana’s portfolio.
“There’s a reason electricity is nicknamed ‘juice.’ It makes things happen. We took that cultural truth and reimagined it through a more emotional lens, focusing on the feeling of uplift that only Tropicana can bring,” said Mark Figliulo, founder and creative chair at FIG.
“Instead of leaning into category conventions, we built an entirely new world that’s expressive, character-driven and rooted in the tropics to show how even a small moment can transform your day.”
“Give Life Some Juice” will be rolling out across connected TV, digital video and social platforms, including Spotify, Meta and TikTok, as well as high-impact media, including NBCU integrations.
The campaign is also supported by experiential activations and influencer partnerships that bring the campaign’s tropical world to life in unexpected ways.
Credits:
Brand: Tropicana
CEO: Paul Chibe
CMO: Chris Tussing
Sr. Director, Tropicana: Stephanie Walker
Sr. Brand Manager, OJ: Caitlin Fahey
Sr. Brand Manager, Drinks: Allie Baxter
Associate Brand Manager, OJ: Brooke Sheiner
Associate Brand Manager, Drinks: Charlotte Pellegrini
Additional Contributions by: Jeff Thompson, Julio Morales, Pat Degnan, Tiffany Williams, and Melissa Barash
Creative & Strategy AOR: FIG
Founder & Creative Chairman: Mark Figliulo
Creative Director: Dan Greener
Creative Director: Jackie Anzaldi
Associate Creative Director: John Vasiliades
Senior Art Director: Alec Milton
Executive Director of Production: Dan Blaney
Senior Producer: Molly Ross
Partner & Chief Strategy Officer: Amber Higgins
Group Strategy Director: Steve Gorski
Senior Director Comms Planning: Rachel Winter
Partner & CEO: Judith Carr-Rodriguez
Group Account Director: Dani Linkus
Account Supervisor: April Davidson
Executive Director, Operations & Project Management: Lindsay Molsen
Senior Project Manager: Jaslima Sidhu
Executive Director, Analytics & AI Innovation: Jessica Ruiz
VFX Studio: Untold Studios
Editorial: Untold
Creative Director: Adam Droy
Executive Producers: Melody Alexander, Nathan Hoad
Producers: Ashlyn Hardie, Harriet Sail
Editor: Ryan McKenna
Production Coordinators: James Owens, Micaela Balbuena Goni, Annabelle Brewer, Callum Bretell
VFX Supervisors: Maria Carriedo, Vanessa DuQuesnay,
Craft Supervisors: Benoit Moranne, Michael Diprose, Margaux Huneau, Will Burdett, Thomas Huizer, Andrea Lacedelli
VFX Lead (Animation): Rhiannon Evans
VFX Artists: Christian Kesler, Maksim Kuznetsov, Jesus Para, Igor Zanic,Shubham Mehta, Kumar Nishant,Erasmo Torallas, Andreas Graichen, Andrea Salvatori, George Rigby, Gauri Razdan, Amanda Cheung, Patrick Altmaier, Emma Tyler, William Lorenzetti, Somesh Tiwari, Arnau Gilabert, Sukanta Chakraborty, Howard Margolius, Tom Bailey, Irina Alzuru, Ullas Thunga, Dean Faulder, Felix Benning, Hemendra Bhagat, Vinay Sharma, Parteek Singh, Salman Attar, Alberto Lara, Philippe Moine, Judit Navarro Lopez, Gautam Gulaskar, Rajkumar C, Lynn Dekker, Alex Miller, Becanti Wijnbergh, David Vincze, Bhavesh Budhkar, Matthew Crowe, Sparsh Kumar, Roman Vrbovsky, James Russell, Carlos de la Sotilla, M Gopikapriya, Jorge Del Cano, Michele Fabbro, Chris Wilson, Sean Petherick, Vlad Holst, Aniket Pitale, Daniel Gerhardt, Paolo Ceresa, Ed Sherwood, Andy Wheater, Claudio Quarra Sacco, James Primhak, Trajche Markov, Briag Mallat, Manon Cauzid, Ed Turvey, Heide Dahle, Fred Heymans, Ihsan Cihan, Juriaan Wolters, Matteo Franceschi, Fabio Montesel, Levent Kavcioglu
Online: Richard Harris, Pete Hughes, Dave Rose, Richard Greenwood, Chris Winters
Production company: RESET
Directors: Dorian & Daniel
Executive Producer: Helen Hollien
Colorist: Julien Alary
Producer: Eli Sandal
Audio Post: Heard City
Managing Partner: Gloria Pitagorsky
Mixer: Eric Warzecha
Executive Producer: Liana Rosenberg
Senior Producers: B Muñoz, Nick Duvarney
Producers: Dylan Stetson
Assistant Mixers: Chloe Discala, Zoltan Monori, Virginia Wright
Sound designer: Brian Emrich at Trinitite Inc.
Music Supervisor: Good Ear Music Supervision
“UP!” by Forrest Frank & Connor Price
Public Relations AOR: TBWA\Chiat\Day PR
SVP, Executive Director: Kelly Burke
VP, Public Relations: Liz Cloutier
Account Supervisor: Amanda Boyd
Account Executive: Sophia Carter
Account Executive: Martha Mendoza
Paid Media AOR: Dentsu X
Group Director, Client Services & Planning: Kate Condic
Associate Director, Client Services & Planning: Ryan Wettersten
Senior Manager, Client Services & Planning: Jacob Shiek
Social & Influencer AOR: Dentsu Creative
Senior Vice President Group Director: Joshua Safran
Account Director: Maeghan Shea
Associate Account Executive: Emilie Hofele
Head of Social Strategy: Tony Wood
Director of Social Strategy: Mike Weiss
Senior Social Strategist: Alex Boss
Social Media Manager: Jocelyn Racelis
Associate Social Media Manager: Riya Shah
Creative Director: Andrew Gonzalez
Associate Art Director: Kamryn Owens
Associate Copywriter: Makena Boling
Content Creator: Jessica Nguyen
Project Manager: Rebecca Seiler
EVP of Influencer Marketing: Sadie Schabdach
SVP of Influencer Marketing: Gary Orellana
Group Director of Influencer Marketing: Amanda Dorton
Senior Manager Influencer Marketing: Krystal Nicholson
Manager Influencer Marketing: Ayana Latimore
Shopper AOR: Tracy-Locke
VP Client Leadership: Rob Guarino
Group Account Director: Eric Jensen
Associate Account Director: Kathryn Pond
Account Supervisor: Jess Decarie
Assistant Account Executive: Lauren Garvey
Group Strategy Director: Matt Kowal
Group Creative Director: Anthony Franzino
Associate Creative Director: Laura Wilkens
Associate Creative Director: Erin Heraty
Copywriter: Katie Shanahan
Senior Art Director: Abby Wilczek
