LOLA MullenLowe has been named European creative agency for Tropicana. Their new ‘It’s That Juice’ campaign, created by LOLA MullenLowe, brings to life the concept that – like Tropicana – what makes you shine brighter is what is on the inside.

Through this campaign, the brand aims to strengthen its position as the industry leader by breaking away from generic category messaging and visual codes and commanding a distinctly bold, differentiated approach to advertising and communications. Tropicana’s new advertising creative platform, It’s THAT Juice, conveys that it is not just another juice; it is THE juice.

The bold and inspiring new creative, set to run throughout 2023, brings focus to the brand’s classic chilled range and its new ambient range.

“It’s THAT Juice” will be aired in the UK, France, Belgium, Sweden and Finland across TV, BVOD, OOH, social media, PR and digital.

Mick Van Ettinger, chief marketing officer, Europe at Tropicana Brands Group, says: “The launch of this new campaign marks an exciting moment for our beautiful brand. It expresses our confidence as market leaders and showcases what makes Tropicana special. It’s about more than our heritage, or our sun-ripened oranges that are handpicked at their peak and squeezed within 24 hours – it’s because Tropicana isn’t just any juice, it’s THAT juice.”

“One of my first memories is my mother bringing a pack of Tropicana to the breakfast table, like bringing a treasure. For me this brand is the joy of the family and I know that for our entire team it is very excited to be able to create the campaign that will relaunch this beloved brand throughout Europe” – said Tomás Ostiglia, Executive Creative Director, LOLA MullenLowe.

The agency’s team of talented and passionate professionals is excited to collaborate with Tropicana and drive its growth and brand recognition in its industry.