It is scientifically impossible to enjoy a glass of orange juice after brushing your teeth due to a chemical in toothpaste called SLS (Sodium Lauryl Sulfate). It’s a phenomenon that has plagued OJ brands like Tropicana for decades and had more than 20,000 mentions on social media last year alone. Rather than ignore this issue, Tropicana used social media to launch our own OJ-friendly toothpaste: Tropicana Toothpaste with Maximum OJ Flavor Protection.
On National Brush Day (Nov. 1), Tropicana used social media to launch our own OJ-friendly toothpaste: Tropicana Toothpaste with Maximum OJ Flavor Protection. Our objective was simple enough: create a toothpaste that doesn’t ruin OJ. To do this (and to gain buzz and get people talking about Tropicana), we hosted a sweepstakes on Instagram asking people to share how Tropicana brightens their morning for a chance to win the limited-edition toothpaste.
We wanted to drive brand awareness, distinction and talk value so we identified a relatable, cultural insight that more than 20,000 people were talking about on social media in 2021 alone: toothpaste ruins the taste of OJ.
Our strategy for the launch of Tropicana Toothpaste was to make it feel more like an exciting, exclusive drop than just another new toothpaste announcement. So we skipped the traditional, in-store toothpaste aisle and focused on an Instagram-only release.
The toothpaste itself was developed with actual toothpaste scientists at Dynamic Blending Specialists. We removed the SLS chemical that ruins orange juice in the form of a gel-based toothpaste with a fresh minty flavor. We also designed and manufactured packaging for the toothpaste, leaving no doubt it was 100% real.
The first teaser photos were dropped on Tropicana’s Instagram channel and met with a level of hype and demand you wouldn’t expect for a toothpaste. When it finally became available, we saw an overwhelming response from fans who engaged us on social to score one of the limited-edition toothpastes.
The launch attracted billions of earned media impressions, with outlets from Hypebeast and The Shade Room to Food & Wine sharing the news that an age-old problem had been solved by a simple, innovative toothpaste. We even had a toothpaste brand engage with us.
With a fresh take on an age-old problem, we set out to show that a 75-year-old brand like Tropicana can still get everyone excited about mornings. Using social media, we had created maybe the most hyped toothpaste ever in a matter of just three weeks.
To restate our objective, we wanted to create a toothpaste that doesn’t ruin OJ. To do this, we hosted a sweepstakes on Instagram asking people to share how Tropicana brightens their morning for a chance to win the limited-edition toothpaste.
Goals & Results
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