Tropicana: Challenge the owl

Objective

PepsiCo launched Tropicana Twister, a new juice line, in Argentina in November 2011. Each flavor was formulated to match the natural water-to-juice ratio found in nature, embodying the concept of Pachamama (Mother Nature). The campaign sought to emphasize the product's natural origins and connect consumers emotionally to nature through an interactive brand experience.

Solution

BBDO Argentina created an interactive web-based game leveraging webcam technology to detect blink patterns. Players challenged a virtual owl—a symbol of Pachamama's vigilance—in a blinking contest, reflecting the folk wisdom that owls can remain alert for hours without blinking. The game was developed in partnership with Nix Digital and positioned the product's natural attributes through playful engagement. The experience was hosted online and directed by Creative Directors Rodrigo Grau and Ramiro Rodríguez Cohen.

Results

Not published.