Tropicana launches ‘Squeeze’ campaign

10 January 2009 | By Popsop Team

Tropicana Products, Inc., a division of PepsiCo, Inc., is launching a historic integrated marketing and advertising campaign for its Tropicana Pure Premium Orange Juice, designed to reinforce the brand and product attributes, rejuvenate the category and help consumers re-discover the health benefits they get from drinking America’s iconic orange juice brand.

For the first time, Tropicana Pure Premium Orange Juice will be branded 100% Orange, which will be featured as a bold, new graphic on all packaging to remind shoppers and consumers alike that Tropicana Pure Premium is squeezed from fresh oranges, has no added sugar or preservatives and is the pure and natural choice for their families.

TROPICANA PRODUCTS ORANGE JUICE CARTON

TROPICANA PRODUCTS SQUEEZE CAMPAIGN

In addition to the new branding, a proprietary fresh cap, designed to look like an orange is squeezed into every carton, will be another visual signal of the brand’s natural, health benefits.

“It’s time to remind consumers that Tropicana Pure Premium is pure, natural and squeezed from fresh oranges,” said Peter Arnell, renowned brand expert and architect of Tropicana’s multi-faceted marketing and advertising campaign. “In order to reinforce this message, we focused on the health benefits of the juice but showed it in a more emotional way than ever before in this category. We want to remind consumers how it should feel to drink this juice every morning.”

tropicana_before

previous packaging design, Sterling Brands

Reinforcing the “squeeze” concept, the brand’s new packaging by Arnell Group features proprietary technology to create a new orange cap, shaped like a half-orange, that reminds consumers — as they “squeeze and twist” to open and serve – of the goodness Tropicana squeezes from fresh oranges into each and every carton. The new packaging design is sleek and simple, focusing on the quality of the contents and the health benefits of orange juice.

Tropicana’s multifaceted national “Squeeze” campaign will launch with print and outdoor components on January 7 in eight key markets around the country, starting with New York and Chicago, along with Los Angeles, Boston, Washington DC, San Francisco, Miami, Philadelphia and Atlanta.

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