The magazine is already available for pre-order online through the Toronto Star Store and will begin shipping on December 11th — perfectly timed for the holiday season
Who doesn’t love when culture and an iconic brand collide? When The Toronto Star announced a commemorative magazine celebrating Taylor Swift’s history-making residency in Toronto, dentsu X saw a rare and perfect opportunity for Tropicana.
Taylor Swift is a cultural force whose influence goes far beyond music. Her fans share a deep emotional connection, driven by nostalgia, joy, and a sense of belonging. Tropicana, with its fresh and vibrant energy transcending generations (much like the magazine’s muse), is a natural fit for such a celebratory moment.
The magazine is already available for pre-order online through the Toronto Star Store and will begin shipping on December 11th — perfectly timed for the holiday season. To maximize visibility and excitement around this special edition, the Toronto Star has launched a robust promotional campaign across its owned and operated channels, ensuring this issue reaches Taylor Swift fans and collectors alike. Key promotional efforts also include:
- OOH billboard placement at Front and Spadina for maximum foot traffic visibility
- Paid social media and e-blast to over 1M subscriber database
- Editorial support
- Carolyn Harty, Head of Marketing, Canada, Tropicana, “This isn’t just any magazine—it’s a beautifully crafted keepsake, full of stunning concert photography and euphoric fan moments. For Swifties, it isn’t just a publication; it is a treasure trove of memories. For Tropicana, it’s the perfect chance to connect with a passionate, younger audience in an authentic and meaningful way. Gen Z represents the future of the beverage market, with their preferences shaping trends and purchasing decisions for years to come.”
Contextual Storytelling Done Right
As the magazine’s Lead Sponsor, Tropicana didn’t just buy ad space—it brought its A-game. Working closely with dentsu X and Tag, the brand designed four pages of fun, engaging, and tailor-made content. Every detail was carefully crafted to match the celebratory tone of the magazine, making Tropicana feel like a seamless part of the Swiftie experience.
Lisa Jackson, Group Account Director, dentsu X, “The strategic thinking behind this partnership shows a keen understanding of how brands can go beyond traditional advertising to become part of cultural moments that truly resonate with people. For Tropicana, sponsoring the Taylor Swift commemorative magazine wasn’t just about gaining visibility—it was about creating a genuine connection and capturing attention in a way that feels authentic and lasting. This approach perfectly reflects the dentsu culture, where building emotional attention is at the heart of everything we do”.
This campaign is a testament to Tropicana's ability to adapt and lead in the evolving cultural and consumer landscape, meeting fans where it matters most—at the intersection of celebration and memory-making.
From playful references to Taylor’s most iconic lyrics to bold, colorful visuals capturing the energy of the concerts, these ads weren’t just promotional—they were a celebration in themselves.
This collaboration wasn’t just about brand presence—it was about presence in the moments that matter most. By embedding itself in such a meaningful cultural event, Tropicana showed that it’s more than a drink; it’s a part of life’s celebrations, big and small.
Originally posted on 3rd December 2024 on lbbonline.com.
