Tropicana Crunch: Cereal made for orange juice.
Orange juice was becoming the parsley of breakfast. The least important part of the most important meal of the day. With sales slumping, we needed to reframe Tropicana’s role in the American breakfast experience.
Milk on cereal has been an American tradition since the Civil War. Disrupting this iconic behavior started with a simple “why not orange juice and cereal?”. It may sound weird and look weird. But if there’s one thing Americans love more than democracy, it’s trying weird stuff.
To satisfy America’s curiosity, we created the first cereal brand for using orange juice. Complete with packaging design, cartoon mascot, and most importantly, a cereal proven to pair with OJ’s acidity and sour taste.
In just two weeks we hit 4 billion impressions and the media trifecta of The Today Show, CNN, and Ripley’s Believe It Or Not. Most importantly the launch drove Tropicana orange juice sales up 4.3%.
