The campaign for the Pure Premium Orange Juice brand was written and art directed by John Webster. It builds on Tropicana's pure and natural positioning and extends the strapline used in previous commercials, "nothing added, nothing taken away", to highlight that Tropicana contains only pure, fresh orange juice.
The ads feature three real parrots - Rosita, Dolores and Marguerita - and employ a musical theme. The birds, which were trained for weeks to perfect their role, are shown living on a branch somewhere exotic and Latin.
Throughout the ad, they dance up and down on the branch to a reworded version of the 40s hit Rum and Coca-Cola by The Andrews Sisters. At the end, they settle down to drink Tropicana direct from the oranges hanging on the trees around them before uttering their signature line: "Juice me man, juice me."
The brand's adspend has increased by £3.5 million this year. Its target audience is the 25- to 44-year-old primary shopper, but Tropicana is looking to extend its appeal and reposition itself from being a premium brand to become more mainstream.
The ad campaign, which will air on terrestrial and satellite channels, begins with a 40-second execution, which will be followed by 30-second ads next month.
Radio activity will begin in the summer, along with ads on bus-sides in London. Press executions are also planned for next year.
Tim Barkey, the senior brand manager at Tropicana, said: "The campaign is more populist and accessible than previous ones and the fun in it will also appeal to children, which is a market we have not touched on before."
The ads were directed by Mick Rudmann through Park Village. Media planning and buying was handled by OMD UK.