When consumers think of Tropika, one of the first things that comes to mind is Tropika Island of Treasure. As one of SA’s best-loved brands, the delicious dairy-fruit blend entertains consumers with the hit TV series. This season, Clover worked with Just Design to add excitement to the widely watched reality show by creating a new logo lock-up, refreshing the promo identity, and injecting some fresh energy.
Tropika Island of Treasure, that first launched in 2008, successfully built an ownable concept that promotes the smooth luxurious lifestyle associated with the brand. In the series, local celebs and the winners of the on-pack promo compete on a tropical island for R1m. The concept has performed exceptionally well over the years, driving sales and differentiating the brand within the beverage category. This year, with Seychelles as the tropical destination, Just Design played a key role in developing the new identity.
Applying branding and packaging expertise, the Just Design team helped conceptualise the look-and-feel of the campaign and then brought it to life. An important consideration was how to communicate vast amounts of information on pack and in-store without compromising brand equity. Once this was properly solved, Just Design were responsible for rolling out the visual language onto all Tropika packs and art directing the celebrity photo shoot. The campaign consists out of an on-pack promotion, in-store promotional media, TV commercials, and the Tropika Island of Treasure show, which will air on SABC 3 in April 2017.
The project is very high profile for SA’s most loved dairy-fruit blend and is an example of how a specialist approach can successfully generate interest and hype through design. The competition is running currently with promo packs available from all major retailers nationwide. Go on, live da smoooth life.
About Just Design
For fifteen years, Just Design has proven time and again that good thinking leads to great creative. With a national footprint and accounts across Africa, Middle East and Europe, they are the strategic design partners for many blue-chip clients and global brands, and are one of the top packaging design agencies in South Africa.
About Tropika
Tropika has a heritage of over 30 years and is one of the most recognised brands in South Africa. Tropika is the market leader in the category and the driving force behind the growth in the Dairy Fruit Mix and Fruit Juice markets.
For further information, please contact:
Vanessa Bosman
az.oc.ngisedtsuj@assenav
+27 (0) 11 234 4249
