Company: Tropicana, Chicago, IL
Entry Submitted By: DDB NY
Company Description: A leading producer and marketer of branded fruit juices, Tropicana Products, Inc. is a division of PepsiCo, Inc. headquarted in Chicago, IL. Since its founding in 1947, Tropicana has long been synonymous with mornings and as an admired and beloved American brand, Tropicana has had consumers across the country looking forward to starting their day off right!
Nomination Category: Marketing Campaign Awards Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Food & Beverage

Nomination Title: The Good Part of New York Mornings

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

For decades, Tropicana has been synonymous with mornings.  An admired and beloved American brand, consumers across the country have looked forward to starting their day off right with their trusted Tropicana in hand. Because of this love for the brand, Tropicana has long claimed the top position as a leader nationally in both overall market share and revenues in the orange juice category.
In spite of Tropicana’s long-standing history, in 2011 Simply Orange, a leading competitor, swooped in with a strong new message, “Honestly Simple” and spent heavily against it. Simply Orange positioned themselves against Tropicana as a more natural, fresh and wholesome juice. Tropicana was at a huge disadvantage being unable to invest at Simply Orange’s level. It didn’t take long before Tropicana began to feel the squeeze on its revenues. 

Tropicana knew that in order to push back on Simply Orange’s aggressive tactics, it too, would have to take a few risks. Tropicana turned their focus toward the market that mattered the most, where the losses had truly hurt them—New York City – a city with the highest OJ consumption levels in the U.S.

To earn back New Yorker’s affection we would use an approach that was truly natural and truly New York to remind them why they loved Tropicana. This new strategy would be the linchpin in Tropicana’s future— not only in New York but nationally as well.

“The Good Part of New York Mornings” campaign was developed around a series of headlines which celebrated the most awkward, frustrating and downright strange moments people experience while commuting to and from work. These scenarios were highlighted in fun, spirited colors across large-scale posters, dioramas, column wraps and backlit posters in Penn Station and Grand Central Station. The Times Square shuttle was also wrapped in headlines, branding quirky illustrations of the morning frustrations. To further the bond between Tropicana and New York, the ads featured a New York tailored logo touting NYOJ.

Intent on appealing to the largest audience, Tropicana endeavored to target high-traffic venues and reinforce its messaging to busy urbanites during their morning commute, at a time when orange juice is typically consumed.  Above all, we needed messaging that would cut through the clutter and stop people in their tracks. So, that’s just what we did…

Results were astounding and quickly exceeded every objective of the campaign. Social media was buzzing with consumers tweeting about the campaign and posting their favorite headlines. The number of @TropicanaOJ mentions doubled during the campaign 1.

TEXT REDACTED FOR PUBLICATION

And Tropicana more than doubled sales, proving a small budget could go a very long way.2

1. Independent social media tracking study, Vayner Media, [2012].
2 SymphonyIRI Group, Chicago. MultiOutlet for 4 weeks ending February 26, 2012.
3 SymphonyIRI Group, Chicago. MultiOutlet for 4 weeks ending February 26, 2012.
4 SymphonyIRI Group, Chicago. Convenience for Q1 P1-P4 2012.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Memo Maquivar
Vice President Marketing, Tropicana

Memo Maquivar is the Vice President, Head of Marketing for Tropicana in the U.S. leading all marketing efforts for the Tropicana Pure Premium, Trop 50, Farmstand and Dole brands.

Before joining PepsiCo in June 2010, Memo worked for the Kellogg Company, where he held a number of marketing and innovation leadership roles both in North America and internationally. Prior to his fifteen years with Kellogg, Memo worked for 8 years at Procter & Gamble, where he started his marketing career.

A native of Mexico, Memo earned his Bachelor in Business at the ITAM in Mexico City. He received his MBA from the Leuven Catholic University in Belgium.

Memo is married with four children and resides in Lincoln Park, Chicago