Tropical Smoothie Cafe Selects Fallon as Creative Agency of Record

Tropical Smoothie Cafe has named Fallon as its creative agency of record, following a competitive review process. The agency will serve as the creative engine, elevating the brand from a high-growth ‘best-kept secret’ to a household name across the US.

“We chose Fallon because it’s truly wired for growth and thinks differently about how to achieve real impact through innovation and creativity,” says Deborah von Kutzleben, chief marketing officer of Tropical Smoothie Cafe, speaking with LBB. “It has a proven track record of creating culturally-relevant work that achieves breakthrough results. And, most importantly, it serves as a true, integrated partner who cares deeply about our business and knows our audience as intimately as we do. Fallon thinks outside and beyond the box, not coming to us with ‘just’ ads, but product ideas that help drive revenue. It’s a genuine, integrated partnership, and that confidence in its approach is exactly what we need for this next chapter.”

The strategy behind the partnership is to outsmart versus outspend competitors. Delivering cut-through creative built on deep audience insights, the work will put a strong focus on real action and ideas that resonate, helping to drive brand awareness and growth.

Deborah adds that the partnership is “rooted in innovation”, emphasising that Tropical Smoothie Cafe’s menu development and creative strategy will work hand in hand, with each aspect informing the other.

“We want to ensure our creative vision directly drives our business and growth. The opportunity lies in taking our unique menu and using Fallon’s expertise to create shareable, fun moments in everyday life.”

The first piece of creative from the relationship has already launched, coming to market last week. Titled ‘Mermaid Style’ – a new blue shimmer sugar topping that brings a mermaid-inspired iridescence to smoothies and bowls – according to Deborah, the work is just a preview of the innovative thinking that’s set to come out of this partnership.

“It demonstrates our ability to quickly tap into trends and bring a fun, unexpected product concept to life for our customers,” she concludes. “While this immediate campaign shows our creative agility, it is really setting the stage for the major national creative platform we will roll out in 2026. This new platform will help drive our long-term goal of becoming a true national household name.”