PepsiCo taps a fashion designer and uses high-end apparel to promote its new product in the UK. To support the UK launch of Trop50 from its Tropicana line, the company has teamed up with London designer Richard Nicoll, who created a vibrant orange limited-edition dress with a floral print—only 50 of them were made.
The new variety has 50% less sugar and 50% fewer calories than a regular orange juice, so it has diet properties and can be recommended to those who want to make their diets healthier. The drink is sweetened with the extract of stevia, a natural plant, which grows in Central and South America—the sweetener’s background definitely adds to the drink’s healthy, sunny and positive image, which inspired the new design.
Photo: A snapshot from the page with the dress by Richard Nicolll, www.atelier-to-go.com website
The dress, which is available exclusively at www.atelier-to-go.com for limited time, is quite expensive—each one sells at £555. The pricey item can also be found at a pop-up shop in London’s Carnaby Street (London), curated by artist Robert Storey, who has been previously collaborating with such big fashion names as Vogue, Kenzo and Victoria Beckham. The gown “made with uplifting, citrussy print and attention to detail” is an adaptation of Mr. Nicoll’s signature Stella t-shirt dress. The designer knows how to incorporate the essence of a product (be it a juice variety or telecommunication services) into a fashionable piece. In early 2012, the designer has also unveiled a handbag, which charges mobile phones—the accessory was developed in partnership with Vodafone.
To support its health mission, the brand will donate all the proceeds from selling the 50 dresses to Fashion Targets Breast Cancer, an international charity, which supports women diagnosed with the disease. PepsiCo is also going to release a multichannel campaign dedicated to the launch, which will include a TV promotion, digital banners, in-store advertising and samplings.
“Trop50 is this year’s most exciting juice innovation so we’re thrilled to be working with Richard Nicoll, the hottest designer at the forefront of British fashion. Trop50 is perfect for those who are conscious of their calorie intake but do not want to compromise on taste,” commented Tropicana’s marketing manager, Duncan McKay.