Tropicana Corporation redefines living in overarching branding exercise

Property developer, Tropicana Corporation has partnered with digital agency, Lion and Lion to release a brand film, "Redefining the Art of Living". The film is part of an overarching branding exercise developed by Lion and Lion to showcase Tropicana's brand promise and tagline in a meaningful way to its target audience of potential homeowners. 

According to the agency, the film's message aligns closely with Tropicana's product offerings, which focuses on the aspects of accessibility, connectivity, innovative concepts and designs, generous open spaces, amenities, facilities, multi-tiered security and quality. Additionally, each residential property is said to be surrounded by amenities such as schools

On the marketing front, Tropicana has launched the film on its social media platforms such as Facebook, Instagram and YouTube. Additionally, the film will be supplemented with on-ground marketing materials and digital assets to give a fresh new look to the brand that puts its dedication to building homes at the forefront. 

A+M has reached out to Lion and Lion for additional information regarding the campaign. 

“We're excited to be part of this campaign with Tropicana as it's an opportunity for us to further express its tagline in a more meaningful way," said Lion and Lion Malaysia's creative group head, Adrian Ng. "We believe the purpose of this film goes above and beyond, for the brand and its customers, as we want people to not just buy a house, but believe in the brand like never before,” he explained. 

Aside from showcasing Tropicana's tagline, the agency has also developed a new tagline, unveiling a new brand positioning and visual identity in November last year. With the new tagline, "Made to Impact", the agency aims to highlight the positive effect its work has on client brands, audiences, and the industry as a whole. 

Under the leadership of CEO, Fredrik Gumpel and chief creative officer, Cheelip Ong, the agency initiated a transformation exercise in 2019 to adopt a more flexible and integrated approach that remains faithful to the agency’s core commitment to having a creatively-driven, digital-first mindset.

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