Tropicana campaign TVC is built on the insight that today’s youth tends to celebrate the spirit of people who are genuine in life.
PepsiCo India has unveiled a new look for Tropicana, its juice brand, announcing that Tropicana offerings will be now available in 200 ml and 500 ml PET bottles. To promote the development on the packaging front, they have also launched a new campaign, Hawabaazi Gone, Asli On. The brand’s intention is to bring alive the persona of a Tropicana drinker by showing a comparison of two personalities — the frivolous and show off ‘Hawabaaz’ and the ‘Authentic Cool Doers’.
Commenting on the launch, Vineet Sharma, Director, Juices, PepsiCo India, says, “The campaign has been developed basis extensive consumer research and builds on the codes of authenticity, which are very important to consumers today. Today’s youth believes in working hard and making it big on their own and that is the core messaging of the new campaign. We are confident the new positioning and campaign will help Tropicana strengthen connect with them.”
Reshna Banerjee, Senior Creative Director, Wunderman Thompson adds, “The campaign encapsulates throws light on the fact that the show off [hawabaaz] bubble of confidence bursts when faced with a situation but the Asli guy, filled with the inherent goodness not just wins the day, but also goes a long way. This inspires the youth to not get stuck in the fake garb of being a hawabaaz but to be genuine, authentic, and hence Asli. In a nutshell, with Tropicana, Hawabaazi Gone, Asli On!”