Sector: Consumer Packaged Goods

Challenge: For their new product launch, Tropicana decided to focus on Synesthesia, the use of one sense to trigger sensation in another sensory pathway. In other words, what does this new Tropicana taste sound like?

Solution: We teamed up with three great musicians, (Ziggy Marley, Bebel Gilberto and Sharon Jones and the Dap Kings) and had them write and record an original track inspired by the taste of Tropicana Pure.

Delivery: Both the original songs and their remixes were placed on the Tropicana Pure website and all online marketing was positioned to drive traffic to the content. In addition, we broke the songs into stems to let users make their own remixes by combining sounds and beats with their own flavor.

Results: This rich interactive environment gave consumers a musical expression of this fresh taste. You can hear the original songs on the Tropicana Pure site and check out the as yet unreleased remixes here.