The 78-Minute Gamer Break that Tropicana’s Naked Smoothie Timed Perfectly

Client: Tropicana/Naked Smoothie

There are over 1.86 billion PC gamers worldwide, and Overwolf is home to 113M of them playing the most premium titles. Unlike mobile, bigger screens & deeper immersion equals wildly longer playtime sessions. When digging deeper, we discovered a recurring pattern: millions of players take a natural break around the 78-minute mark.

So, when dentsu X challenged us to get in front of Gen Z during playtime and encourage consideration of Tropicana’s Naked Smoothie as the perfect beverage to quench thirst and hunger, we came armed with an unclaimed brand moment that no competitor in their category was even aware of. We harnessed Overwolf’s innovative technology to create an integrated in-game takeover that rewarded players for their intensive playtime sessions across the biggest titles over-indexing with Gen Z. We enriched this activity across complementary downtime moments (from loading screens & pre-match lobby waiting rooms) with eye-catching video, display and high-impact rich media to captivate players across every relevant in-game touch-point. Over 1M+ players engaged, logging 48,000 hours (5.48 years!) of deep playtime with Naked Smoothie. The real prize? Seeing purchase intent, brand favourability, awareness and recall metrics skyrocket Naked Smoothie to a category leader with a truly ownable branded moment.