Tropicana needed its organic AO social presence to feel native to TikTok and Instagram, while flexing to support a new product launch (Hydrate+) and staying culturally relevant through a saturated category.
Over five months, we evolved Tropicana's content from static, product-led posts toward formats built for how people actually scroll. This included UGC recipe content, reactive cultural moments, and interactive, participatory formats like a Morning Routine Quiz.
We also rolled out a UGC creator programme to seamlessly integrate the brand into everyday, relatable content rather than polished brand-owned assets, using the Hydrate+ launch as a moment to test the shift in tone.
For the launch, we leaned into the shared experience of the next morning struggle during England's World Cup run, partnering with GK Barry, whose humour and honesty made her the perfect voice of the campaign. From a national PR campaign to a London experiential activation, we positioned Hydrate+ as the go-to morning-after refreshment.
Our strategy consistently proved that native, participatory content outperforms traditional product-first posts.
Organic engagement rates regularly exceed category benchmarks, reaching as high as 11%, delivered through diversifying content formats, understanding audience behaviour and staying ahead of platform trends.
.jpg)
.jpg)
.jpg)
.jpg)
