Malaysian Media Awards Winners Showcase

The Challenge
Tropicana, the world and Malaysia’s #1 juice brand, is experiencing sales decline in 2014 and competitors are challenging its juice credentials. This is how it reversed the decline by increasing consumption occasion, and juicing up its image.

The Solution – Insight & Idea
Research showed that 65% of Tropicana’s audiences are glued to the television daily, many of them Astro loyalists. With two of the biggest festive periods already over, there are no major consumption occasions to leverage on. To demonstrate Tropicana’s dominance as the market leader, we thought: why not we create our own festival? The idea: painting the town orange with TROPICANAFESTIVAL—a celebration to show the leadership of Tropicana, and amplifying its credentials as the juice authority.

The Execution
To amplify TropicanaFestival, agency recommended dominating Astro with a series of executions across their channels. Branded skin was created in Malay and English channels to push awareness on TropicanaFestival. For maximum impact branded skin only happened in wide- reaching, target-relevant channels in Ria, Prima, Warna, AXN, KIX & Diva. The campaign was supported by massive logo bugs all over Astro high ratings channels and primetime programs to ensure we paint the town orange! We garnered exclusive news coverage from Awani to extend reach. Astro turning into Tropicana orange became news that no other competitors have previously done.

The Results
Tropicana Festival in September resonated well with consumers as a juice “Octoberfest”. Modern trade, a key distribution point, saw massive growth of 40% vs the same period 2013! Campaign garnered RM2.8 million PR value in both print and TV, and 200% more talkability on social media despite investments of only RM450, 000. Tropicana Festival served as a springboard for Tropicana Twister to further strengthen its number 1 status in Malaysia, just as it is in the world.