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Beat the Yawn

Objective

Launch new Tropicana Essentials range in an engaging way that drives trial and awareness amongst wellness wannabes.

Strategy

Focus on the fatigue-reducing properties of lead flavour, Vitality.

We challenged consumers to ‘beat the yawn’ when faced with a sleep-inducing video, whilst capturing each of them either mid-yawn or successfully beating it.

Consumers were encouraged to share their photos on social media to be in with a chance of winning a £200 rejuvenation voucher.

The pop-up was an oasis of green in the middle of Waterloo station, brightening up commutes and giving people the chance to try all four flavours in the Essentials range.

2

days of activation

1,500

people beat the yawn

20,000

samples delivered