Landor Associates Creates New UK Packaging For Tropicana Ranges

In a commodity chilled fruit juice market where few consumers truly understand product differences and benefits, Tropicana stands apart — speaking directly to discerning consumers who appreciate the finer things in life. As the category leader, only Tropicana delights every time with a full and delicious taste of pure fruit. It's 100% pure squeezed juice, using only the sweetest, juiciest, best mid-season fruit, which is pressed, gently pasteurised and immediately packed to seal in all the freshness, taste and goodness.

In a commodity chilled fruit juice market where few consumers truly understand product differences and benefits, Tropicana stands apart — speaking directly to discerning consumers who appreciate the finer things in life. As the category leader, only Tropicana delights every time with a full and delicious taste of pure fruit. It's 100% pure squeezed juice, using only the sweetest, juiciest, best mid-season fruit, which is pressed, gently pasteurised and immediately packed to seal in all the freshness, taste and goodness. Whilst the existing packaging carries a huge amount of heritage and revolutionised the UK juice market 14 years ago, it was felt that with more and more people buying into this category, now is the right time for Tropicana to better align its packaging with its brand promise by creating a more modern, refreshing look. Once again PepsiCo UK turned to Landor for its design expertise and its ability to help grow market share by creating relevant pack designs with on-shelf standout in increasingly crowded and competitive categories. Landor's solution was to go straight to the heart of the brand's promise — the mellow delicious taste of pure fruit — and bring it to life through iconic fruit photography to seduce the senses. Wrapped around the pack, it's a foretaste of the drinking experience to come. Pure pleasure. Landor also decluttered the entire pack. On the front face, the space around the flavour descriptor and coloured lid allows each delicious variant to be instantly identified by consumers — essential when you're in a hurry looking for your favourite juice! Unlike so many packs on our grocery shelves, there's no stark divide between front and back of pack. Tropicana's story flows seamlessly around the pack, to create a closer bond between the consumer and the brand. The combined result is a premium, contemporary classic that is unmistakeably Tropicana. The new packaging will be in UK stores from April 2005, initially for Tropicana Pure Premium, with the Tropical Range following shortly afterwards.