Our work

Our work

The challenge

The challenge

  • Over the past 4 years, our door drops have helped nearly double Tropicana's penetration. We needed to continue fuelling this growth in high value households.
  • At the same time, we needed to cement Tropicana's position as 'experts in fruit'.

The solution

the solution

  • Combining weight of purchase and penetration data, appended to geodemographic profiles, we identified high value sectors that we could target with door drops.
  • The creative struck the optimum balance between being engaging and simple to allow us to maximise reach. The front cover featured an orange hanging in a grove, which upon opening, turned into the iconic orange cap of the 1L carton.

The results

The results

  • Transactional data over a 12 week post-campaign period showed an uplift in penetration of +15% and in sales of +9%; and an ROI of 330%.