"Some campaigns take time to build across various platforms. The power of this campaign with TikTok was that it leveraged the reach of the content creators to immediately drive engagement and relevance for our brand."

– Anup Shah, Vice President & Chief Marketing Officer for Juice+ Brands, PepsiCo Beverages North America

Anup Shah’s three daughters are “obsessed” with TikTok, and the whole family has made videos together. But he’d never pushed Tropicana onto the platform—at least not until this summer, when the juice giant ventured onto TikTok for the first time to promote its Premium Drinks collection. As a user, he knew he wanted to show up as entertainment, not a disruptive ad that would get scrolled past. “We aligned on the vision for the work but made sure to give the creators the space to do what they do best—create," Shah says. It was the perfect brief for animator Jon Deutsch, who painstakingly creates intricate TikToks frame by frame. “I loved how once Tropicana approved my script, they didn’t look over my shoulder at every moment, which can be distracting,” Deutsch says. “The fact that Tropicana and TikTok trusted and encouraged me to make a video in my own style really helped me get in the right headspace to make the video and have a great final result.”

"I loved seeing that people either didn’t notice it was an ad or realized that it was an ad but loved it, enjoyed it, and watched it anyways."

– Jon Deutsch

Q&A with Anup Shah,

Vice President & Chief Marketing Officer for Juice+ Brands, PepsiCo Beverages North America. What was the first TikTok you ever made?

We have made a couple of family TikToks, which have been a ton of fun. I think TikTok Is a platform at the forefront of culture and one where content does not feel like you are being hit with advertising.

What was TikTok’s impact on your brand?

Our creator assets drove significant lift in ad recall and awareness. We were excited to see such strong performance, especially with it being our first time on the platform.

What lessons did you learn from the campaign?

We ran a head-to-head test between Tropicana creative assets and brand assets. A brand lift study shows that our creator assets outperformed brand assets.

How are you planning to lean into TikTok in the future?

We definitely want to continue to invest in the platform given the strong results we have seen to date. Culture today starts on Tiktok and we want Tropicana to be a part of it.

"TikTok was the perfect platform to bring this creative concept to life. We knew consumers spend a lot of screen time with this platform because of its entertainment power. And by finding the right creators, Tropicana could entertain and engage with consumers in a natural and compelling way."

– Anup Shah, Vice President & Chief Marketing Officer for Juice+ Brands, PepsiCo Beverages North America