Tropicana’s smoothies by Dragon Rouge France

7 May 2009 | By Popsop Team

Last yaer the French division of Dragon Rouge created packaging and brand concept for a new product on the French market – Tropicana’s smoothies.

Tropicana is an international brand presenting itself as an expert premium fruit specialist. Already the leading fruit juice on the fresh drinks shelf, Tropicana wanted to expand its portfolio by introducing a new range of smoothies, products that were little-known in France at the time.

The new concept involved adding blended fruits to its pure, fresh-squeezed juices for a gourmet experience and new sensations in terms of smoothness.

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Challenge

We had to create a new segment for “smoothies”, products with which French consumers were not very familiar, contending with the domination of niche brands.
Our mission was to:
-  build a smoothie brand that owed its uniqueness to the Tropicana brand;
-  differentiate and promote the concept of smoothies vs. classic fruit juices;
-  guarantee consumers a unique and highly pleasurable experience.

Solution

The concept proposed by Dragon Rouge involved showing a blender that would help consumers understand the product and become a bona fide visual icon.

We also enhanced gourmet appeal by using flowing typography for the word Smoothies and fruit visuals.

Lastly, the range was incorporated into Tropicana’s photographic universe and identity while nonetheless assuring that it would have real impact on the shelf.

Tropicana became the leading smoothie brand in just a few months, capturing 53% of the French market in 2008.

Popsop.com
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