Amid sugar concerns, shifting habits, and an oversaturated category, Tropicana needed to reassert its leadership position — not just as a morning staple, but as a joyful, relevant part of modern life. With strong emotional equity and a legacy as the original bottled orange juice, we launched The Juice That Starts It All — a platform rooted in Tropicana’s heritage and focused on celebrating the brand’s role in everyday joyful moments. To expand cultural relevance, we created buzzworthy brand acts like Tropicana Cereal, Tropicana Toothpaste, and a cheeky TROPCN AI parody. The result: double-digit sales lifts in key markets, significant gains in brand favorability and relevance, and over 4 billion earned media impressions.