PepsiCo’s juice brand, Tropicana, has unveiled its new campaign that extends its ‘goodness jo dikhti hai’ positioning to highlight the brand’s redesigned packaging. The commercial is also intended to address the young people in their context and to show how unpleasant situations can be turned around by using one’s inner goodness. The new TVC has been launched on TV, digital, outdoor and social media.

The movie for the campaign begins with the main character and his friend standing by the road when a speeding car scares them. One of the boys reacts angrily. The speeding car stops and a muscular man gets out. The anger turns to fear as soon as the friend sees the muscular man while the main character looks calm. The main character asks his friend if he can see Tropicana’s ‘andar ki goodness’ through the clear bottle, and puzzles the muscular man with funny martial arts poses, eventually putting the Tropicana bottle to his mouth and calming him down. The muscular man apologizes and makes amends while hugging the friend.

“We are all set to deliver additional growth this summer, not only for the brand, but also for the category. The new positioning with this campaign will help Tropicana connect with consumers and continue to build brand loyalty,” said Anuj Goyal, associate director, Tropicana and Slice, PepsiCo India.

Tropicana is a juice brand owned by PepsiCo. PepsiCo India has a diverse portfolio with brands such as Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. It should be noted that PepsiCo entered India in 1989 and claims to have consistently invested in the country with a comprehensive beverage and snack food industry supported by 63 food and beverage manufacturing plants.

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