Tropical Smoothie Cafe is a national smoothie and restaurant chain with over 500 stores. Sales were flat, competition was heating up and franchisees were not happy...at all. They tapped The Mitchells Agency to help them connect with their audience by reinvigorating the brand experience to their long running “Tropitude Campaign Theme”. We spruced up the brand’s visual and verbal style and voice with an approach that focused on adding a more relevant human quality by adding lifestyle elements, cues and touchpoints. We tapped in-store POP materials, social engagement, and digital media to connect and reach brand fanatics and convertible non-believers alike. And, we assisted in creating new, exciting taste and flavor profiles to expand their offerings in reaching the new demands of their audience and to zag from competitor offerings. The new work provided a fresh, exciting aesthetic, one which their audience gladly found inviting. Ultimately, this all contributed to a more fulfilling customer experience and a more effective and successful approach to a viable, but stagnant campaign.