• by Steve McClellan , March 7, 2017

Tropicana is unveiling a new national TV spot and campaign to launch its new probiotics-infused juice line.   

The new “Feel Like A Billion” campaign kicked off yesterday. In addition to the TV spot , created by BBDO, the campaign is supported by digital, social and in-store shopper marketing.

The campaign’s theme plays on the 1 billion live and active cultures found inside each 8-oz. serving of new Tropicana Probiotics. The new juice line is being positioned as one that will “help you feel good so you can take on anything,” according to the client, which is part of PepsiCo.

The spot opens with music from the first scene of the iconic film “2001: A Space Odyssey.” A voiceover intones “introducing Tropicana Probiotics,” as a robed and somewhat disheveled-looking woman in her kitchen reaches for a bottle from the new juice line. She pours a glass and drinks it, all in dramatic slow motion as the ‘Odyssey’ music crescendos.  

The woman, thus fortified, grabs her keys and purse eager to start her day. As she’s about to open the front door, she glances at a wall mirror and realizes she still has a few morning ablutions to complete, like washing up and getting dressed.

According to the juice marketer, Tropicana Probiotics is the first brand to bring probiotics to the mainstream juice aisle, making the proclaimed benefits more widely accessible.

In addition to BBDO, the campaign has support from MullenLowe (PR), VML (digital/social), TPN (shopper marketing) and OMD (media buying).