Tropicana teams will drop two complimentary bottles of Tropicana to the doorsteps of 250,000 households all over the UK.
The bottles – one 250ml Original and one 250ml Smooth – will be accompanied by a positive message tailored to the day of the week such as ‘You’ve made the climb to Wednesday. Look, you can see the weekend from here!’
The drops are intended to bring a surprise "ray of sunshine" to consumers, brightening up their morning and encouraging them to incorporate Tropicana into their daily breakfast routine.
Recipients will also be encouraged to join the Tropicana Breakfast Club, an online loyalty site filled with offers.
Trees will be planted in areas covered by the sample drop in order to offset carbon emissions.
By the end of the campaign a quarter of a million households will each have received their two complimentary bottles.
Initials is working alongside DDB, Freud Communications, TRA and OMD on the campaign.
To leave a comment register and let us know your thoughts.