The Challenge
Tropika is a well-known, well-loved, popular dairy-fruit mix which already had a strong, recognisable brand identity. To launch, promote and build excitement around Season 9 of their reality TV show, Tropika Island of Treasure, Platform 5 came in to help refresh and revitalise the social presence fro the smooothest brand around.
Colour Palette
Bright, beach-inspired colours present opportunities to bring in tropical themes
that speak to the brand's flavours and core vibe.
that speak to the brand's flavours and core vibe.
Custom fruit illustrations
Allowing for a focus on the flavours that make up Tropika's product range, custom fruit illustrations brought a cute, fun aspect to the brands online presence.
Tone of voice
Hailing from the Tropika island of Smoooth, the brand voice is upbeat, positive, happy, laid back, and in-tune with the latest trends and conversations. Liberal use of tropical emojis and appropriate use of slang encourage interaction and brand love.
Brand awareness artwork
Before we could launch into creating excitement around season 9 of Tropika Island of Treasure (TIOT9), we needed to spend some time building brand awareness and creating enthusiasm and recognition around Tropika's new Social CI. This was done through two content pillars, the first was focused around fun animations and visuals in the core Tropika CI.
Photo shoot
Unable to find enough stock imagery to fit Troika's unique tropical look and feel, our second content pillar of lifestyle, photography was fulfilled through a Tropika photo shoot that was shot and directed in Cape Town.
Hype period artwork
Enticing and attention-grabbing teaser and announcement content was created to build hype and excitement around TIOT9.
Entry period artwork
The TIOT9 content drive was made up of two competition mechanics, namely Fame and Fortune. While the fame mechanic encouraged customers to enter their audition videos to compete in the island reality show, the fortune competition focused on encouraging users to buy the product to win daily prizes. Content during this time was equally focused on both mechanics, encouraging excitement and interaction through simple messaging and attractive visuals.
Playing card concept and artwork
Building off the gamification aspect of competing in TIOT9, 'Player Cards' were created in the likeness of traditional character cards representing the potential different characters that could thrive in the competition. These served to engage the audience while helping them to see themselves in the potential competition winners.
Website Design
Keeping in line with Tropika's Above the Line and Socials CIs, the new and improved responsive Tropika brand website was built out with bright and bold colours, distinctly Tropika-images, engaging information, and a gallery of content pulled directly from Social Media.
