Positioning An Emerging Brand

Tropical Smoothie Cafe was quietly growing but had low awareness and didn’t stand for much with consumers. 3Headed Monster was tasked with positioning TSC’s healthier-for-you offering with a campaign that would break through the clutter and steal share from bigger competitors. Every touchpoint announced, “You’re On Tropic Time Now,” as imagery wove the tropic vibe with street art and dance that one might find in beach towns like Miami or LA. The campaign launched as America came out of the pandemic lockdown. While most QSRs were struggling, our creative drove a double-digit YOY sales increase, and they are now one of the Top 10 fastest-growing restaurants in the country.