Orange juice sales were suffering. Part of the reason for that was people thought orange juice was loaded with added sugar.

Plus, as a 77-year-old brand, Tropicana needed to re-enter the cultural conversation. Newer, sexier juice brands were stealing their crown.

Our objective became clear: reinforce Tropicana’s all-natural attributes and reinvigorate its cultural relevance by pushing against a white-hot cultural trend – artificial intelligence.

To reinforce that there’s nothing artificial about Tropicana orange juice, we removed the letters A.I. from our name.

And thus Tropicana became Tropcn.

But we didn’t stop there. We made real bottles with real labels showcasing our new name and put them out in the world as a literal, physical statement of our beliefs.

In a world that’s gone all-in on artificial, let’s reinforce the all-natural perfection of Tropicana Pure Premium.

We started by teasing the coming name change across Tropicana’s social channels – teasing it without giving it away – thereby building anticipation and buzz.

Then we revealed the A.I.-free bottles. Tropicana was now Tropcn.

For maximum impact, we launched our new name at the A.I. center of the universe: the Consumer Electronics Show in Las Vegas. We designed a Tropcn-branded, vintage Volkswagen Microbus and parked it right outside the CES entrance, handing out Tropcn bottles to people entering the hall.

We also hid Tropcn bottles at select supermarkets nationwide with a sweepstakes component, adding to the frenzy.

It’s a fact: in a world gone A.I.-mad, we were the one brand that had the audacity to say “bye-bye, A.I.”

In just one week, the Tropcn launch gained 1.7 billion impressions.

Positive sentiment was 100%.

We garnered over 17,000 sweepstakes entries.

And top-tier news and marketing industry outlets like CNN, CNET, AdAge and The Drum covered the campaign, contributing to a total of 391 media placements.