Tropicana Brands Group has tapped Fig as its creative agency of record.

The win came after a competitive pitch. Tropicana had worked with Cramer-Krasselt on previous campaigns.

Fig's remit is to produce creative campaigns for Tropicana, Naked and Izze. The assignment expands the agency's existing partnership with Tropicana Brands, which began with Naked Smoothies in 2023.

First work is expected this fall, with more launches in early 2026.

Tina Lambert, Chief Marketing Officer of Tropicana Brands Group, said: “In today’s competitive landscape, you need a partner who’s not only creatively bold but also deeply collaborative. Fig’s commitment to creativity was clear in the disruptive, category-defining ideas they presented. We’re confident Fig will deliver big ideas that help shape the future of our brands.”

Judith Carr-Rodriguez, partner-CEO at FIG, added: "We’ve uncovered a rich creative opportunity for Tropicana, Naked, Izze, and the rest of the portfolio. We can’t wait to help Tropicana Brands Group unlock the full potential of their brands’ stories.”

Fig's client work has included Benjamin Moore, Ketel One, Homesense and Viator.

Tropicana Brand Group is majority owned by French investment fund PAI Partners. Former owner Pepsico retains a 39% share.