Tropicana announces FIG's takeover of entire product line, extending from Naked Smoothies to all Tropicana offerings.
Tropicana Picks FIG as Its New Creative Mastermind
It's a new dawn for Tropicana Brands Group as they've chosen FIG, a NYC-based creative agency, as their new go-to creative powerhouse. This move isn't a random decision; it deepens FIG's bond with the beverage titan, which started last year when they worked their magic on Naked Smoothies[1].
Now, the spotlight shifts to Tropicana, Naked, and Izze, with FIG steering the creative ship for all these beloved brands[1]. But before you jump to conclusions, it's essential to note that the partnership excludes brands that Tropicana aligns with on distribution, such as Pure Leaf and Dole.
The pitch race kicked off in January, and by mid-May, five to six contenders were whittled down, with FIG emerging as the victor. Intriguingly, Tropicana Brands Group spent approximately $23 million on media advertisements in the US last year[1].
Judith Carr-Rodriguez, Tropicana's CEO, attributes the win to FIG's trust-building during their work on Naked, and the singular role StoryData, an AI platform developed by FIG that analyzes creative potency, played[1].
"StoryData delves into the brain of every campaign asset, giving the green light to bold creative work. We could sell the big idea, and we could back it up with data, proving its distinctiveness, significance, and uniqueness," explained Carr-Rodriguez[1].
Tina Lambert, the CMO of Tropicana Brands Group, echoed this sentiment, stating, "FIG showed their commitment to creativity with their daring, category-defining ideas. We're certain that with their talent and data-savvy approach, FIG will produce ideas that will shape the future of our brands[1]."
The first wave of FIG's creative attack for the expanded role will land in early 2026, with Naked's creative project rolling out this year[1]. Carr-Rodriguez remains tight-lipped about the new work but hinted at some category-disrupting innovations[1].
"Mark Figliulo oversees creativity, Amber Higgins leads strategy, and I run all client relationships - that's our deliberate investment in top-tier talent, a move that sets us apart from the industry's cost-cutting spree[1].," Carr-Rodriguez added.
This expanded relationship marks the next stage of a creative journey that began with Naked's "Hungry? Get Naked" campaign in 2024[1], marking evolution in scope and ambition for Tropicana's full portfolio.
UPDATE Tuesday 6/3 at 3:12pm: This story has been updated to reflect that FIG's remit with Tropicana Brands Group only encompasses its wholly-owned brands and brands TBG partners with on distribution[1].
[1] Data courtesy of enrichment insights.
In this new phase of Tropicana Brands Group, they're collaborating with FIG, not only for the creative reinvention of Naked but also for Tropicana and Izze, as part of their finance-driven business strategy. Moreover, FIG's innovative AI platform, StoryData, played a significant role in their selection, promising data-driven defi in the realm of finance and marketing.
