Tropicana Wants Parents to #TakeAMimoment in New Campaign Created with MullenLowe PR (Even if it means escaping to the basement for a mimosa)
By The Chicago Egotist / /
To provide some holiday relief and brightness for parents, Tropicana has created three types of incognito mini fridges filled with the makings for mimosas. The unsuspecting mini fridges are filled with orange juice and champagne and designed to blend into the home environment, including a storage cabinet for the bathroom, a tool cart for the basement, and a hamper for the closet to help parents #TakeAMimoment of brightness into their day.
MullenLowe PR created the #TakeAMimoment concept and is handling all of the public relations for the campaign, which stems from Tropicana’s masterbrand campaign, “Sip Your Sunshine.” The team engaged celebrity parents Gabrielle Union, Jerry O’Connell and Molly Sims, who are advocates for parental self-care, even if it means an impromptu mimosa.
“This year more than ever, people are seeking those little moments of brightness, respite and relaxation in their day – especially parents,” says Anup Shah, vice president and chief marketing officer Juice Brands, PepsiCo Beverages North America. “Tropicana has been a staple at the family breakfast table for generations and we wanted to provide parents with that same moment of brightness you get from a delicious glass of orange juice but in a way that shows we understand what they are going through right now. As a father of three girls, I can certainly say I get it – we could all use a Mimoment these days.”
While the mini fridges aren’t currently for sale, people can comment where they #TakeAMimoment of brightness on Tropicana’s Instagram page @tropicana_juices and the brand may just surprise you with one.
“I’ve absolutely loved getting to spend more time with my family this year,” says actress, producer, and best-selling author Gabrielle Union. “But having a toddler as a shadow doesn’t allow for much me-time and now more than ever I need a little moment of brightness to myself each day, even for just a few minutes. My bathroom has actually become my space of serenity when mama needs a break even if I’m just collecting my thoughts, doing my beauty or hair-care routine or scrolling through Instagram.”
Cramer-Krasselt created social media assets for the campaign.