Tropicana Tropolis

Situation:

Tropicana recognized the fruit deficit in most kids’ diets and decided to do something about it. They engaged Geppetto to decode the problem and create the solution.

Geppetto first developed a strategic blueprint for innovation using a combination of three powerful, market-tested tools: our existing library of consumer intelligence on kids, moms and families; our Five Hives panel of experts and cultural enthusiasts; our consumer co-creation panel.

From this blueprint, we worked with our kid and mom consumer panel to develop the brand idea that would help moms get more fruit into their kids’ diets.

Solution:

The result of this strategic and creative exploration of possible platforms and brand ideas was… Tropicana Tropolis—a world of good.

The insight driving this idea was to tap kids’ natural inclination for fantasy and have them reconsider fruit as a conduit to fun exploration and a lifetime of good eating habits. The core principle of this solution was that it was not simply a new product idea, but rather a holistic brand “property” that had the potential to spark immediate trial and interest as well as long-term engagement and expansion. The first SKU under the Tropolis banner was a snackable fruit purée that gave kids a fun, fantastic and equally healthy, portable way to eat fruit.