Brief & Concept
The challenge was to move Tropicana Juicy beyond its traditional breakfast positioning and connect the brand with a younger audience through a culturally relevant and celebratory moment.
Tropicana Juicy aimed to refresh its image and build a stronger connection with Gen Z and Millennials. To answer this challenge, I developed Juicy Vibes Only, a music-driven activation designed for France's annual Music Festival (Fête de la Musique), transforming each product flavour into an immersive musical destination across Paris.
Fictional pitch response
Experience
Designed as an urban journey, the activation encouraged participants to explore three distinct musical worlds throughout the city.
Live DJ sets, QR-code-powered playlists and collectible branded items extended the experience beyond the event itself, creating lasting engagement with the brand.
Visual Identity
Development of a vibrant visual identity inspired by the bold colours and playful energy of Tropicana Juicy cans, applied consistently across every touchpoint of the activation.
Communication
Creation of the event communication ecosystem to maximise visibility and establish Juicy Vibes Only as a recognisable cultural event.
Flyers designed in Adobe Photoshop and Illustrator. AI-generated packshots refined and retouched in Adobe Photoshop.
Concept presentation
Selected extracts from the presentation deck developed to communicate the concept, strategic rationale and activation rollout.
