The brief
Did you miss Coco the parrot? A mythical symbol of the 80s, much like Minitel and disco, Tropico has marked memories. After a take-over by the Coca-Cola group at the end of 2018, the legendary drink is back on the shelves! Gone with the nostalgia – Tropico is orchestrating its return to address new generations. This begs the question: How can the brand modernize its range, its look and its territory whilst remaining faithful to those characteristics that have made it so unique and popular?
Our recommendation
The emblematic world of Tropico remains engraved in everyone’s minds. Its dream beaches, tropical colors, and, let’s not forget, Coco the parrot, have won over many fans. Amongst its once loyal consumers, some have become parents and will be delighted to rediscover the iconic drink and share it with their children. Which leads us to the conclusion: reconcile tradition and modernism in a new urban and offbeat spirit to conquer generation Z. Obviously, this does not mean that we abandon the postcard universe of the Tropics one finds on the bottles, a favorite of the fam. Instead, we are changing the cans to display a rainbow of colors for a more confident look intended to woo younger consumers.
The Results
Voted 6th best big consumer launch 2019 (Nielsen), with a turnover of € 2.1M after 3 months.
6 months after relaunching the brand: 39% re-purchase rate, 6% food category market share in July 2019.
Tropico takes the lead in the Nielsen ranking of the best soft drink innovations 2019 according to the turnover generated by store in one week. The brand also counts 5 of its references among the 14 best innovations in the department in 2019.
