Tropicana - Lowkey Superior
The Brief
GET a younger target (18 to 24 y/o) who are social, active and seeking “Instagram-able” experiences to include Tropicana as a desired beverage in their fridge by highlighting its sweet, refreshing flavour.
Key Insight: Gen Z drink less alcohol than its previous generations.
The Big Idea: Lowkey Superior.
Impressionist paintings that popularly portray drinking culture - with the alcohol painted out, orange juice painted in.
Role: Art Director, Designer
