'It's good to be alive', Tropicana's new commercial tells viewers

PepsiCo’s juice brand Tropicana has recently released a new 360-degree, TV-led campaign. Titled ‘It’s Good to be Alive’, the newest campaign is a global campaign that will be kick-started in India. It has been conceptualized by JWT, and aims to celebrate the spirit of being alive, by having a healthy start to the day.

Speaking about the new ad, Anshul Khanna, category head, juice & juice drink category, PepsiCo India said, “India is the first country to have launched the new Tropicana campaign. The campaign leverages the new positioning of ‘It’s Good to be Alive’. Indian consumers are increasingly becoming inclined towards a healthy lifestyle. As the leaders in the 100% juice category in India we wanted to strengthen the brand’s promise of healthy mornings and a great start with Tropicana to keep you ALIVE through the day.”

The new TVC opens to an RJ beginning his day with Tropicana 100% at a radio station and wishing his listeners an enthusiastic ‘Good Morning’. Next, a family is having breakfast and a glass of Tropicana to pump them up for the rest of the day. Another young man is travelling on the back of a truck, and he swigs on his Tropicana and is rejuvenated again.

Watch the film here:

Surjo Dutt, vice president and executive creative director, JWT Delhi said, “It’s a refreshing new take on Tropicana as an essential part of our everyday morning experience that brings alive our day. With the campaign, we aim to encourage people into kick-starting their day in a healthy way with Tropicana so that they make the most of each day and live every moment.”

Credits

Brand: PepsiCo

Product: Tropicana

Creative agency: JWT

Executive creative director: Surjo Dutt

Executive business director: Babita Baruah

Executive planning director: Mythili Chandrasekar

Director for the film: Sunhill Sippy

Production house: Firecracker

Media agency: Mindshare