Tropicana, the UK's No.1 juice brand*, is launching a targeted creative campaign to build on the success of Tropicana Kids! Comprising of print ads featuring the much loved children's book character 'Where's Wally', the activity will engage, educate and inform parents while driving sales.

Launched earlier this year to quench mums' thirst for healthy children's drinks, Tropicana Kids! 100% pure juice has delivered over £200,000** incremental sales in just three months, with Tropicana Kids! 200ml multipack format securing a 37.7%*** volume share in the chilled kids drink market.

Further supporting the launch with this substantial campaign investment, Tropicana aims to reinforce repeat purchase amongst existing consumers, whilst attracting new consumers to trial the range through redemption vouchers. Retailers can benefit from this marketing support by ensuring they stock a full range of Tropicana Kids!

The creative, based on the famous kid's book character 'Where's Wally', has been designed to resonate with parent's demonstrating the brand's natural juice credentials and revealing that there is nothing to hide in Tropicana Kids!, the humorous adverts show the usually hidden Wally standing alone on the beach with the strap line 'Nothing to hide'.

Trop Kids! is a perfect choice for the lunch box and the ad campaign has been timed to coincide with the back to school period. In addition, in-store activity including lunch box sampling, visual merchandising and retailer specific advertorials will raise awareness and drive excitement.

The ads will appear from September onwards for an initial two and half month period in high end female consumer magazines and leading parenting websites.

* AC Nielsen w/e 16.05.09
** Nielsen 52 w/e 18.07.09
*** Nielsen 8 weeks to 11.07.09