The Problem:
For generations, Tropicana orange juice and Starbucks coffee have been synonymous with breakfast, each dominating their respective categories. However, with the rise of smaller, niche brands entering the juice and coffee space, both were beginning to lose market share. The challenge was clear: how could these two iconic brands join forces to not only defend their leadership positions but also create a fresh, compelling reason for families to choose them as part of their morning routine?

The Insight:
Mornings are often chaotic and busy, with families rushing to get out the door and rarely taking the time to connect. Yet, mornings also hold the potential to be a meaningful moment of togetherness before the day begins. By pairing Tropicana’s bright, kid-friendly energy with Starbucks’ sophisticated, parent-focused appeal, we saw an opportunity to bring families back to the breakfast table, in the most delightful was possible.

The Creative Solution:
We developed the first-ever year-long partnership between these two tentpole brands, uniting them under a shared mission: to inspire families to start their day together with orange juice for the kids and iced coffee for the parents. The campaign was designed to be evergreen, with a suite of assets that could flex seasonally. Each season was brought to life with tailored visuals and messaging, from cozy holiday mornings to fresh spring celebrations like Easter and Mother’s Day, and sun-soaked summer moments with a focus on Father’s Day.

To amplify the holiday season specifically, we introduced a sweepstakes where shoppers could win $300 in groceries by purchasing one product from each brand, driving engagement and cross-promotion.


The Execution:
The creative approach was rooted in balance, giving equal prominence to both brands. Every visual was split into two distinct yet harmonious halves: Tropicana’s vibrant orange side, featuring kids, and Starbucks’ rich green side, featuring parents. This duality was carried through in tabletop shots, which showcased the products alongside seasonal recipes, and in lifestyle scenes that captured the warmth of family mornings.

A meticulous photoshoot was directed for each season, ensuring that every detail, from wardrobe to accessories to tablescapes, reflected the campaign’s uplifting and authentic tone. The oranges and greens were carefully curated to pop in every image, creating a cohesive visual identity. The goal was to evoke a “just-woke-up” feeling, inviting viewers to join these families at the table and experience the joy of mornings together.