In-depth and creative exploration of the juice category, its codes and consumer knowledge in order to fine-tune draft ad concepts.
Tropicana is one of the most popular juices when it comes to taste. Tropicana owes this taste to the specific way it is made. Unfortunately, the brand does not succeed in communicating these aspects in a way that sets it apart from other juices.
Discover how the consumer understands, decodes and evaluates the specific terminology and arguments currently used by the different propositions
Challenge the rough advertising concept drafts in terms of consumer perception and understanding
Adjust and/or refine the advertising concept
Gain a good understanding of how consumers decode the juice terminology and arguments
Determine how to formulate the Tropicana proposition in a clear, appealing and distinctive way
Define ways to improve the concept
Full responsibility: organisation, coordination, development of screener and topic guides, moderation, analysis and reporting. Only French moderation was outsourced.