Many of the traditional rational benefits of juice; goodness, health, taste, and refreshment are shared by juice brands. ZenithOptimedia identified an emotional positioning with positive associations with sunshine.C4’s 'A place in the sun' offered a perfect opportunity to link Tropicana with sunshine. Cluster analysis had enabled ZenithOptimedia to develop a detailed understanding of the Tropicana consumer, and showed that C4 offered a rich vein of core (loyal) consumers.The media team turned a simple, but perfect sponsorship, into a through-the-line event that delivered substantial sales. This was achieved by building strong relationships with Creative, Pr and Sales promotion agencies.