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Tropicana Stirs up Some 'Mimoments' to Help Parents Find Brightness with Stealth Mimosa Break


MullenLowe PR produces three types of unsuspecting mini fridges filled with orange juice and champagne to blend into the home environment

Tropicana Stirs up Some 'Mimoments' to Help Parents Find Brightness with Stealth Mimosa Break
This year has been unprecedented and challenging, especially for parents doing it all. Tropicana is helping parents find moments for themselves - wherever and whenever they can - by creating incognito mini fridges filled with the makings for mimosas for the ultimate 'Mimoment'. Tropicana, with creative led by MullenLowe PR created three types of unsuspecting mini fridges filled with orange juice and champagne 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.

“This year more than ever, people are seeking those little moments of brightness, respite and relaxation in their day – especially parents,” said 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.”

According to a recent survey by Tropicana, 87% of moms and dads agree that parenting has become so hectic this year that sometimes they just need a moment for themselves.* In fact, nearly half (49%) admit that they hide out in the bathroom to get it! And nearly all parents agree that this year more than ever, they look for ways to create small moments of brightness in their days.

Tropicana is teaming up with busy parents, including Gabrielle Union, Molly Sims, and Jerry O’Connell to share some of the ways they’ve been able to #TakeAMimoment, while still taking care of their families this year.

“As a mum of three young kids (who are always around!), this has been an interesting year, to say the least,” commented model, actress, and author, Molly Sims. “And, like most parents, while I cherish these moments with them, finding time for myself is next to impossible so I’ve had to get creative. My closet has become my go-to sanctuary to catch my breath for a quick moment of brightness, a place to sometimes eat my kids’ snacks or better yet, to sip a mimosa. It’s important to look after yourself while also looking after your family.”

While the mini fridges aren’t currently for sale, people can comment where they #TakeAMimoment of brightness on Tropicana’s Instagram page and the brand may just surprise you with one.

The mini fridges coincide with Tropicana’s masterbrand campaign, 'Sip Your Sunshine', which celebrates the brightness that a single sip of delicious Tropicana can bring. It shines a light on the modern, authentic, everyday occurrences that bring moments of happiness into our lives – the same brightness that Tropicana has provided for more than 70 years and is now bringing to a new generation.

#TakeAMimoment social assets were created by Cramer-Krasselt.

*The Tropicana Survey was conducted by Wakefield Research between 29th October - 4th November 2020, using an email invitation and an online survey among 1,000 nationally representative U.S. parents. The data was weighted to ensure an accurate representation of U.S. parents.

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Categories: Fruit Juices, Soft Drinks

MullenLowe U.S., Fri, 11 Dec 2020 12:03:37 GMT