The work we’ve created for Tropicana may very well be among the most successful campaigns in Asian marketing in Canada. While the premium nature of the product was a natural fit for the Asian market, the brand was unknown. Using an integrated media approach that included print, radio, couponing and event sponsorships, Hamazaki Wong set out to solve that problem. But the stroke of brilliance was the strategic insight we brought to the table — instead of positioning Tropicana against other juice brands, we positioned them against fresh oranges. This aligns remarkably with the Asian sensibility of freshness in food (you ever go to a Chinese seafood restaurant?) and set the stage for all the work that followed.

And the results were spectacular. After one year, Tropicana had leaped to the head of the pack as the leading top-of-mind juice brand in the Asian market with a purchase index of 150 compared to the mainstream market. National coupon redemption was 35%. But the most noteworthy accomplishment was that the campaign and the coupons had convinced the Asian grocery trade to carry Tropicana brands, solidifying Tropicana’s leadership position in the Asian market.