Tropicana Launches Bold Campaign to Emphasize the All-Natural and Healthy Benefits of America's Iconic 100% Pure Premium Orange Juice Brand

'Squeeze' Campaign Reinforces Category Leadership with New Branding, Packaging and Historic Integrated Marketing Campaign

09/01/09 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. 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."

To complement the new branding and packaging, the bold advertising campaign, entitled "Squeeze -- It's a Natural," seeks to establish an emotional connection between consumers and orange juice by reminding them of the positive ritual associated with starting each morning with Tropicana Pure Premium Orange Juice.

"Tropicana is looking forward to helping people re-discover the functional and emotional 'squeeze' they get from drinking an 8-ounce glass of Tropicana Pure Premium Orange Juice every morning," said Neil Campbell, President of Tropicana. "Our consumers trust the Tropicana brand to bring them a healthy all-natural, great-tasting product and we're confident the new marketing campaign and new packaging will really get their juices going."

New Look

Reinforcing the "squeeze" concept, the brand's new packaging 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. The main image is a glass filled with orange juice - emblematic of the 8 oz. nutrition package Tropicana provides - communicating the nutritional value, trust and taste people expect from the Tropicana brand in a very contemporary and arresting design scheme.

Campaign Details

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. The print and outdoor components, launching in New York and Chicago on January 7 and rolling out regionally the week of January 12, will feature diverse images of hugs -- or squeezes between families and couples. A robust digital campaign will also launch at the same time.

Nutrition

While the packaging has changed, the product has not. Each 8-ounce glass of Tropicana Pure Premium Orange Juice provides two servings of fruit, a full day supply of vitamin C and is a good source of potassium. Squeezed from fresh oranges, Tropicana is pure, natural fruit juice with no added sugar.