our work

Juicy Rewards

Client: Tropicana // websites // 06 August 2010

In 2010 Tropicana, a PepsiCo-owned company approached Jigsaw following the successful loyalty campaigns we had run in the UK for both Tropicana and Walkers. Jigsaw created and executed the Juicy Rewards promotion for Tropicana, which encourages US consumers to acquire and save points to be redeemed against a vast array of offers, from everyday treats to large one-off leisure rewards such as a Norwegian Cruise Line, adidas fitness gear, TaylorMade golf equipment, and savings on activities and lodging in Yosemite National Park.

Each 250ml, 500ml, 1L, 1.5L and 4L Tropicana carton contains a unique code printed under the cap with a pre-determined value. To redeem their rewards, consumers create an account online through a dedicated site at http://juicyrewards.tropicana.com or an iPhone app (http://bit.ly/TropAPP), both created by Jigsaw. Here, they can bank their points and search for offers.

Consumers can also do this via text from their mobile phone. There are over 30,000 offers available in six categories, ranging from “Buy One Get One Free” products, to half-price offers on other products and events. The “Deal of the Day” promotion has generated the highest number of account registrations, with hundreds of thousands of consumers registering to receive Deal of the Day updates. The campaign has also been integrated into key retail partners, such as Kroger’s loyalty program, enabling Tropicana to run retailer-specific promotions and rewards.

The activity also includes a targeted data acquisition strategy which has enabled us to build a sizeable database of Tropicana drinkers, who are sent a personalized, monthly newsletter containing news, exclusive offers and other mechanics designed to drive traffic back to the website. To date, the promotion has run on over 700m packs, and generated in excess of 1m registrations in the first few months, with new registrations running continuously.