After more than 75 years of gracing American breakfast tables, Tropicana is ready to remind folks that it has the juice, and it’s not just talking about oranges. This week, the brand launched Give Life Some Juice, a campaign built to bring its whole lineup of flavors together under one bright, tropical umbrella.The work, made with the agency Fig, trades the usual frosty glass imagery and sun-streaked dining tables for a lively animal kingdom nestled in a colorful jungle. The thinking started with an old nickname.“There’s a reason electricity is nicknamed ‘juice.’ It makes things happen,” said Mark Figliulo, founder and creative chairman at Fig. He said the team reworked that idea “through a more emotional lens, focusing on the feeling of uplift that only Tropicana can bring,” building “an entirely new world that’s expressive, character-driven and rooted in the tropics.”In the 60-second film Up, a sleepy sloth hanging from an orange tree reaches for a bottle of Tropicana 100% Orange Juice. One sip later, he is wide awake and bounding through the rainforest with fresh confidence, greeting the animals around him as the whole world springs to life to the tune of “Up!” by Forrest Frank and Connor Price. The same music scores a similarly lively 30-second cut titled Soar, starring a very adventurous frog, energized after a refreshing sip of Tropicana lemonade.Directors Dorian & Daniel of Reset and the animation studio Untold built the rainforest with detailed, true-to-life computer animation, which the brand describes as a blend of high-end technology and real craft that shows off the fruit with a richness filming alone couldn’t capture.“For decades, Tropicana has been dedicated to the craft of perfecting high-quality, fresh-tasting juice,” said Chris Tussing, CMO at Tropicana Brands Group. “We’re building on that legacy to show how Tropicana brings uplift to everyday moments.”The 60-second film leads a larger family of shorter cuts, including Soar, Hangin’, Swarm, Dibs and Duel, plus social, audio and outdoor versions. It is rolling out on streaming TV, online video and social platforms such as Spotify, Meta and TikTok, with partnerships that include NBCUniversal. Live events and influencer collaborations will further help bring the message to life.Juice has been losing ground for years as shoppers drift toward lower-sugar options. With Tropicana spreading its story across a whole tropical world, the campaign gives the brand room to grow beyond its citrusy origins and reinvigorate its consumer base. Figliulo called the setting fertile ground for future storytelling, suggesting the world is built to outlast a single campaign.