Tropicana Launches Campaign to Emphasize the All-Natural and Healthy Benefits of 100% Pure Premium Orange Juice


CHICAGO, Jan. 8 /PRNewswire/ — 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.


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.

Coming Soon: Innovative New Product

Tropicana will soon introduce a new product: Trop50, a light orange juice beverage with 50% less sugar and calories, using PureVia(TM) an all-natural, zero-calorie sweetener. Scheduled to hit stores in March 2009, Trop50 is a breakthrough for the category, providing the great taste and nutrition that consumers have grown to expect from Tropicana, but with half the sugar and calories.

About Tropicana Products, Inc.
Tropicana Products, Inc., a division of PepsiCo, Inc., is the leading producer and marketer of branded fruit juices. Tropicana markets its products in the U.S. under a variety of brand names, including the Tropicana not-from-concentrate line of juices: Dole(R) juices and juice blends; Tropicana Pure 100 percent Juice Blends; Tropicana(R) Juices and Pure Tropics(R) juices and Tropicana Twister(R) juice beverages. The Dole brand name is licensed from Dole Food Company, Inc. For more information about Tropicana, visit

About PepsiCo

PepsiCo is one of the world’s largest food and beverage companies, with 2007 annual revenues of more than $39 billion. The Company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1 billion or more each in annual retail sales. PepsiCo’s commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the Company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the Company’s impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. As a member of the Dow Jones Sustainability World Index (DJSI World) and the Dow Jones Sustainability North America Index (DJSI North America), PepsiCo is a recognized leader in sustainability. For more information, please visit .

About Arnell

Arnell is a world-renowned design and brand creation firm specializing in product innovation and experiential design from first concept to market solution. Areas of expertise are experiential design, product and brand innovation, industrial design, graphic design, packaging design, advertising, new media integration and retail presence. Arnell founder Peter Arnell formed Arnell Innovation Lab in 1999 to place invention and innovation on the forefront in a collaborative laboratory for corporations interested in design for next generation products and experiences. Arnell has created communications, brands and products for companies including PepsiCo, Tropicana, SoBe, Samsung, Chrysler, DKNY, Reebok, The Home Depot, Unilever, Pfizer, Banana Republic, Bank of America, Jose Cuervo and Mars. Arnell has received numerous awards and recognition for its innovation design. Arnell is a wholly owned subsidiary of Omnicom Group(NYSE:OMC).