Helping Tropicana use freshness as a differentiator.

Tropicana wanted to make Pure Premium relevant again.

Today’s buyer is all about taste. Conicidentally, Tropicana carefully selects 16 fresh oranges for every 59 oz. bottle (their most popular), creating some of the industry's most natural, best tasting juice.

We wanted to give people a space to showcase their good taste by authoring a unique story beginning with a glass of Tropicana, then select the right friend (on Facebook) to contribute the next line, who then carefully selects a friend for the following line, and so on, until the 16th and final line is completed.

The most interesting stories would be developed into a series of :59 films, produced by local filmmakers, then debuted on popular morning TV shows across the country.