Tropicana is rolling out a new global masterbrand platform, “Give life some juice”, marking a creative shift for the 75-year-old juice brand as it looks to modernise its identity and move beyond its orange juice roots.
The campaign reframes “juice” as a cultural signal for everyday uplift, positioning Tropicana’s full portfolio as a unified range of fruit-based beverages designed for a more contemporary consumer mindset, rather than a single-category staple.
Developed in partnership with creative agency FIG, the platform steps away from traditional juice category tropes in favour of a lush, immersive tropical world designed to evoke sensory escapism.
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The idea centres on the feeling of being transported into a vibrant natural environment with every sip, with visuals built to reflect freshness and the natural fruit cues across the brand’s portfolio.
The campaign was created with award-winning directors Dorian & Daniel of Reset, alongside animation studio Untold, which developed a hyper realistic CGI world blending cutting-edge technology with detailed human craftsmanship.
The result is a stylised tropical universe populated by fruit, wildlife and heightened landscapes, designed to showcase the “natural deliciousness” of the juice range in a way live action could not achieve.
Set to UP! by Forrest Frank and Connor Price, the 60-second hero film opens with a sloth hanging from an orange tree in a rainforest, reaching for a bottle of Tropicana 100% orange juice before being instantly energised into a lively tropical world.
He moves through the landscape with renewed confidence and swagger, interacting with animals in a heightened, almost surreal environment. A suite of supporting executions, including “Soar”, “Dibs”, “Swarm”, “Duel” and “Hanging”, extends the narrative across digital, social and out-of-home formats.
The campaign rolls out in various cuts across connected TV, digital video and social platforms including Spotify, Meta and TikTok, alongside high-impact placements such as NBCUniversal integrations. It is also supported by experiential activations and influencer partnerships, designed to extend the tropical world beyond screens and into real-world touchpoints.
“For decades, Tropicana has been dedicated to the craft of perfecting high-quality, fresh-tasting juice,” said Chris Tussing, chief marketing officer at Tropicana Brands Group.
He added, “With ‘Give life some juice,’ we’re building on that legacy to show how Tropicana brings uplift to everyday moments through a vibrant tropical world that reflects our brand and the natural vitality behind our portfolio of juices.”
In tandem, Mark Figliulo, founder and creative chair at FIG said, “There’s a reason electricity is nicknamed ‘juice.’ It makes things happen. We took that cultural truth and reimagined it through a more emotional lens, focusing on the feeling of uplift that only Tropicana can bring.”
“Instead of leaning into category conventions, we built an entirely new world that’s expressive, character-driven and rooted in the tropics to show how even a small moment can transform your day,” he added.
“Give life some juice” follows the brand’s earlier efforts this year in the region. Tropicana Twister also revived its “Multiply the goodness” campaign for Ramadan and Hari Raya in collaboration with THE SHOUT GROUP. Originally launched during Ramadan last year, the platform returned with a focus on building long-term impact rather than seasonal execution.
Positioned as an evolving long-term platform, “Multiply the goodness” is designed to grow in scale and participation year on year. While last year established the idea of collective goodwill, this year’s activation turns intent into tangible outcomes, delivering not only housing and shelter but also clean water through basic piping systems, alongside safe spaces for children to learn, grow and play.
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