By Jennifer Faull | Deputy Editor

Agency Republic


Tropicana article

January 20, 2014 | 1 min read

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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Agency Republic is a digital creative agency based in Battersea, London. Since our birth in 2001, we've done lots of different things. Banners, websites, widgets, viral films, microsites, brand comms, RM, Facebook apps, mobile, 'social objects' - whatever the new thing's been (and mostly well ahead of the crowd).

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Critical Mass designs unparalleled brand experiences that connect with people. We got our start back in 1996 when a design visionary and a successful entrepreneur came together with a focus on digital experiences in a rapidly evolving space. Since then, we’ve helped local, national, and global brands reimagine digital and transform their businesses through strategic consulting, innovative creative ideas, and cutting-edge technology thinking. And through it all, we go the extra mile to be the best partners we can be.

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