Tropico brand identity – from iconic to captivating.
Tropico’s rich history and brand iconic assets have been serving the brand well for over 40 years with its established consumer base in France.
However, to stand out in the modern juice drinks category and support the business ambition to grow by challenging market leading brands, Tropico needed to gain traction with Gen Z consumers.
The taste of an uplifting escape.
Tropico is a 40 y/o French fruit drink brand owned by The Coca-Cola Company with a rich history and a strong emotional bond built around its iconic ‘Coco the parrot’, a much-loved brand mascot that made its first appearance in a famous 1990s TV ad campaign.
With strong consumer testing results for perceived taste, naturalness (no preservatives, no sweeteners, with natural still water) and distinctively vibrant colours, Tropico had the right recipe to raise as a star player in the juice drinks category and challenge the market leading brands.
However, to succeed, Tropico needed to gain traction and win over a whole new generation of Gen Z consumers looking at juice drinks to enjoy a tasty, momentary escape from the daily hassle and bustle.
The Opportunity
Inspired by Tropico’s distinctive character, the uplifting pop of energy its fruity flavours bring, and the spontaneous, optimistic attitude of the brand, we set ourselves the task to boldly own a distinctive place in the French juice drinks market, one able to resonate with young consumers from 16 y/o onwards.
The Unordinary Idea
The brand embodies the key qualities that make Tropico unique and relevant. The product-consumer-category equation, was reflected in the Unordinary Idea of ‘Refreshingly Joyful’ which drove the new brand identity.
Rolling it across over 20 SKUs and the entire brand’s physical and digital estate, we created a simple yet confident language to express the refreshingly joyful sensation – for tastebuds and minds alike – that holding, opening and sipping Tropico creates.
At the heart of the updated brand identity is a vibrant suite of bespoke illustrations that hero the products’ rich and fruity taste. The iconic Coco the parrot, has been simplified and modernized, now seen in joyful, free flight mode above the Tropico brand name, which has had subtle movement added to the original wordmark, to create greater dynamism on pack.
The distinctively vibrant brand colour palette has been retained to let our fun, spontaneous character shine through and anchor the brand in optimism. Also, brand language and messaging across touchpoints has been designed to reinforce the idea of ‘Refreshingly Joyful’; from calling out that the product is made with natural water and fruit (‘avec de l’eau & des fruits’) to the more light-hearted ‘Keep Life Juicy’ slogan.
The Launch
The new Tropico brand identity has been well received by The Coca-Cola Company.
The redesigned packaging will hit French shelves from Spring 2024 and the new brand language will support Tropico’s branded comms and initiatives as official sponsor of Paris Olympics 2024.
