The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Stunts & Activations
Annual ID
OS23_SM096M
About the Work
Tropicana Crunch Cereal
A new way to get your OJ
BACKGROUND
In 2022, Tropicana set out to disrupt an iconic breakfast pair: Milk and cereal. The century-old habit is an American tradition. But why is OJ just a supporting act? After our research discovered that 1 in 5 people actually pour orange juice on their cereal, Tropicana set out to reframe OJ as more than a beverage, but an unexpected breakfast idea that people would just have to try for themselves.
IDEA
We created an entire new cereal brand, Tropicana Crunch: The world’s first cereal made to be enjoyed with a pour over of orange juice. Multiple cereal textures and flavors were tested to find a hearty cluster flake that would stay crisp under orange juice’s acidity, and a honey almond flavor that pairs deliciously with sweet citrus taste. Tropicana Crunch launched exclusively on Instagram in a limited-edition cereal box complete with its own mascot.
RESULTS
Thousands of Tropicana Crunch boxes sold out in 7 minutes on Instagram, and in two weeks attracted nearly 4 billion impressions. The chatter was incessant. Most importantly, it gave people a new reason to try Tropicana, juicing sales a full 4.3%.
A new way to get your OJ
BACKGROUND
In 2022, Tropicana set out to disrupt an iconic breakfast pair: Milk and cereal. The century-old habit is an American tradition. But why is OJ just a supporting act? After our research discovered that 1 in 5 people actually pour orange juice on their cereal, Tropicana set out to reframe OJ as more than a beverage, but an unexpected breakfast idea that people would just have to try for themselves.
IDEA
We created an entire new cereal brand, Tropicana Crunch: The world’s first cereal made to be enjoyed with a pour over of orange juice. Multiple cereal textures and flavors were tested to find a hearty cluster flake that would stay crisp under orange juice’s acidity, and a honey almond flavor that pairs deliciously with sweet citrus taste. Tropicana Crunch launched exclusively on Instagram in a limited-edition cereal box complete with its own mascot.
RESULTS
Thousands of Tropicana Crunch boxes sold out in 7 minutes on Instagram, and in two weeks attracted nearly 4 billion impressions. The chatter was incessant. Most importantly, it gave people a new reason to try Tropicana, juicing sales a full 4.3%.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Cramer-Krasselt / Chicago
MullenLowe
OMD
Art Director
Marissa Stewart
Creative Director
Jeremy Adams
Jim Bernadin
Designer
Sangbum Kim
Executive Creative Director
G. Andrew Meyer
Group Creative Director
Amy Gozalka
Photographer
Julia Stotz
Neil John Burger
Account Director
Colin Brown
Julia Chamberlin
Madison Sheffer
Account Executive
Anna Tripp
Derrick Sanders
Dottie Arsenault
Account Supervisor
Cassie Joyce
Agent
Dani Hurt
Assistant Account Executive
Julianne Lombardi
Digital Director
Dakota Dousias
Group Account Director
Tiffany Williams
Group Strategy Director
Stacy Carpenter
Manager
Amanda Carlson
Manager of Digital Activations
Jessica Kim
Planning director
Sarah Simpson
PR / Social Senior Manager
Summer Hegranes
PR/Social Group Account Director
Maria Frost
Senior Associate
Kristen Stankus
Senior Campaign Manager
Audrey Williams
Social Strategist
Baylor Tyrie
Social Strategy Director
Lindsay Graydon
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