Tropicana’s Trip Home
Sometimes we at Zeitgeist write about upcoming trends, sometimes we review technological innovation, or how the luxury industry is coping in a digital era.
Sometimes however it’s interesting to look at a brand’s communications strategy, especially when there’s a notable shift in tone of voice. Such is the case with Tropicana, which, a couple of years ago, you might have been forgiven for thinking was grown, brewed and tended to in the streets of New York, its roots squeezing through the cracks in Manhattan’s sidewalks. It was communicated as the drink for those on the go in a vibrant city with a go-getting lifestyle. Yesterday Zeitgeist saw a complete volte-face, catching the new TV spot that returned the brand to rural, idyllic pastures. Atavistic connotations were aplenty, and the whole pace of life seemed slower.
Personally Zeitgeist thinks both ads are enjoyable, but what brought about the sudden change in tone? Is Tropicana trying to tap into our current obsession with all things nostalgic, from the bootlegging of Boardwalk Empire to the dowdiness of Downton Abbey?