Trop50 sends a personalised Twitter message to followers about to break their New Year's resolutions

Trop50, the new drink from Tropicana, recently rolled out a campaign aimed at keeping people on track when it comes to New Year's resolutions.

The campaign has played out on Twitter and encourages people to tweet the resolution they’re about to break by using the hashtag #ResolutionRescue.

As soon as someone tweets to the hashtag an automated system prepares a video that includes the tweet, the user’s profile picture and an animated response from Trop50.

The personalised video is then tweeted to the user.

The activity has been supported by ads in the Metro, ads on and Mail Online, as well as specially illustrated sponsored tweets, banners and a content partnership with Mail Online.

The campaign was developed by Tropicana’s digital shop Agency Republic, which recently merged with Critical Mass and took on the Critical Mass UK name.

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Jennifer Faull

Jen Faull is Brands Editor at The Drum. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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