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FMBX News
Posted: Mar 7, 2011
Tropicana drops by with INITIALS
Tropicana’s “Your Daily Ray of Sunshine” campaign has been brightening mornings across the country as Tropicana teams drop 2 bottles of Tropicana to the doorsteps of 250,000 households all over the UK. The two complementary bottles – one 250ml Original and one 250ml Smooth – are accompanied by a positive message tailored to the day of the week such as ‘You’ve made the climb to Wednesday. Look, you can see the weekend from here!’
The drops are intended to bring a surprise “ray of sunshine”, reminding consumers of the delicious taste and encouraging them to engage with the brand every day of the week. Recipients are also invited to join the Tropicana Breakfast Club, an online loyalty site filled with offers.
This campaign was created by Tropicana’s marketing communications agency INITIALS Experience. Rather than relying on traditional “push” sampling, they delivered to homes between 3am and 7am, so recipients woke to find Tropicana on their doorsteps.
Tropicana is also arranging for trees to be planted in areas covered by the sample drop in order to offset carbon emissions.
After just a few weeks, the Tropicana teams are reporting an enthusiastic response from recipients they meet.
