The campaign complements a new packaging format featuring a sleek and simple design that focuses on the purity of the content, and a fresh cap designed to look like an orange.
The branding on the carton has also been updated using bold graphics, with text reminding consumers that the juice is 100% orange, squeezed from fresh oranges and with no added sugar or preservatives.
“It’s time to remind consumers that Tropicana Pure Premium is pure, natural and squeezed from fresh oranges,” said Peter Arnell, architect of Tropicana’s 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.”
The ‘Squeeze’ campaign launches with print and outdoor components in eight US key markets, starting with New York and Chicago, then Los Angeles, Boston, Washington DC, San Francisco, Miami, Philadelphia and Atlanta. It will feature diverse images of hugs – or squeezes – between families and couples. A robust digital campaign will also launch at the same time.
The brand will soon introduce a new product: Trop50 – a light orange juice beverage with 50% less sugar and fewer calories, using PureVia. Trop50 is scheduled to hit US stores in March 2009.
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