Tropicana Breakfast Americana
Tropicana Pure Premium was experiencing sluggish sales during an economic downturn. Consumers did not realize there was a taste difference between Tropicana's not-from-concentrate OJ and cheaper, from-concentrate orange juice. They were cutting corners and buying cheaper juice or eliminating OJ from their diet entirely. Tropicana wanted to reverse this trend by educating consumers on the many health benefits of orange juice (category lift) and convincing them that not-from-concentrate Tropicana was superior in taste (market share). Pre-testing with focus groups unanimously validated the documentary approach, offering insight into the nature and placement of the Call-To-Actions. The show, narrated by Danny Glover, proved effective for both external (consumer) and internal audiences (retaining retail shelf space). This is the intro to the program.