Elevating a Product Story into a Brand Story

Like many restaurant brands, Tropical Smoothie Cafe’s advertising was all product when they first came to us. But the brand didn’t stand for much in the mind of their consumer. We positioned their beachside-café-inspired menu of fresh smoothies and wraps as an emotional getaway with the tagline “You’re On Tropic Time Now.” The multichannel campaign has driven double-digit YOY sales and helped them become one of the 10 fastest-growing restaurants in the country. And in January 2024, we launched their new line of Tropic Bowls with a campaign refresh that features Saturday Night Live star Chloe Fineman as your Tropic Time Concierge.