Tropicana – Breakfast Club
Tropicana is one of the most loved juice brands on the market and a must on the
breakfast table for its faithful consumers. But they still lack customers among youths.
Luckily, we could reach out our hand in order to gain Tropicana a younger audience.
Strategy and execution
To reach as many relevant consumers as possible, we created the Tropicana Breakfast Club, in which we carefully selected influencers for collaborating on.
We developed the hashtags #MinBästaFrukost and #MinTropicana (“my best breakfast/”my Tropicana”), and made each influencer invite ten of their friends to a specific themed Tropicana breakfast. The breakfasts were then tailor-fitted for each influencer’s profile.
All influencers had to publish a post before, during and after the breakfasts on their own channels. They also answered five questions around their breakfast habits which were posted on Tropicana’s social platforms.
Each breakfast was documented by a professional photographer, and the photos were distributed to all guests shortly after the event.
Five different influencers, each hosting a themed breakfast for a total of 40 guests, resulted in over two million impressions online.