Tropicana hides mimosas in secret fridges to give busy parents a break

The brand wants to hear stories of other ways to sneak away for a minute, too

Published On
Dec 09, 2020

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Busy parents need a break after the year we’ve all had, so Tropicana is making surreptitious cocktails a little easier during rare bits of downtime. Orange juice is an essential ingredient for mimosas (and screwdrivers, but who’s counting?) so the brand created hidden mini-fridges that look like bathroom cabinets, hampers or tool carts where parents can stash what they need to make a quick drink.

The #TakeAMimoment campaign from MullenLowe PR and Cramer-Krasselt also asks parents to share stories of how they take a break from their hectic schedules. According to a survey conducted by Tropicana, nearly half of parents say they’ve hidden out in the bathroom to get away from it all. Celebrities like Molly Sims, Gabrielle Union and Jerry O’Connell will also participate on social media.

“Overwhelmingly, parents noted that they sometimes just need a moment for themselves—and actively seek out creative ways to find these moments around the house. We saw #TakeAMimoment as an opportunity to engage parents in a fun—and real—way,” said Anup Shah, vice president and chief marketing officer Juice Brands, PepsiCo Beverages North America in a statement. “We can’t be our best for our families unless we as parents take time for ourselves. Tropicana recognizes that it’s important to balance self-care with caring for others, especially in times like these. As a father of three daughters, I get it.”