How Tropicana's Naked Smoothie owned
the 78-minute gamer break
THE CONSUMER INSIGHT:
As a companion platform embedded across millions of gaming sessions, Overwolf identified a consistent behavior: around the 78-minute mark, players naturally pause between matches - a moment that often signals the need for a quick reset, a sip, or a snack.
THE CREATIVE SOLUTION:
This insight became the activation trigger: Naked Smoothie delivered in-game rewards precisely at that break point, aligning the brand with a real moment of refreshment.
By showing up at a natural pause rather than interrupting play, Tropicana turned a habitual gaming break into a powerful moment for building brand love.
In addition, eye-catching video, display and high-impact rich media were placed in complementary downtime moments to captivate players across every relevant in-game touch-point.
THE RESULTS:
By meeting gamers at the exact moment they were ready to refuel, the campaign delivered measurable impact at scale:
-
1,000,000+
PLAYERS
ENGAGED -
48,000+
HOURS OF
COMBINED GAMEPLAY -
11x
CTR VS.
BENCHMARK -
DOUBLE-DIGIT
LIFT ACROSS
KEY BRAND METRICS
The impact didn't just perform. It was recognized:
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