Case Study: iTi Tropicals

What’s Possible with Tropical

iTi Tropicals is North America’s leading supplier of tropical fruit juice concentrates and purees. They needed to modernize their brand and better convey the excitement of their products in a B2B market.

Objective

Reinvigorate brand identity and showcase the adventurous, authentic qualities of tropical ingredients.

Strategies Implemented

  • Brand Modernization

  • New Engaging Website

  • Fun, Discovery-driven Messaging

  • Campaigns Across Digital and Print

Results

15% YOY

qualified lead growth since 2015

Strong positioning

in a highly commoditized market

Results

First campaign generated

29% more leads

than comparable promotions from the previous three years.

Over a

10-year partnership

with dozens of campaigns executed with measurable ROI.

Demonstrated effectiveness of combining

brand voice + data + optimization

for outsized results.

Creative Highlights

Campaigns included playful taglines such as “What’s Possible with Tropical” and fun executions like “Mic Drop Passion” and “Cause a Stir with Passion Fruit”. Print ads highlighted innovative uses for Coconut Milk Powder and Banana Puree.

Summary

By energizing and modernizing its brand identity, Media Thesis helped iTi Tropicals achieve sustained lead growth while inspiring food innovators with the possibilities of tropical ingredients.