Tropicana touts value, quality of juice drinks

BRADENTON, Fla. Tropicana, the juice maker, working with New York City’s Arnell Group (an arm of the Omnicom Group) is set to launch a $35 million multilevel campaign aimed at keeping interest in the fresh juice market stimulated during the down economy.

Spokespersons from Tropicana told the media Thursday that the brand is looking to rejuvenate interests in the fresh juice market. Compared to other bottled and canned “juice drinks” which are made from concentrate or contain only a small percent of juice, Tropicana is the real deal—Tropicana orange juices contain 100 percent fresh-squeezed juice, according to the company.

To emphasize the quality and freshness, Tropicana is using a new catchphrase: “Squeeze it’s natural,” which helps describe its process of juicing, the company said.

The company will also present a new Tropicana juice symbol. Instead of the familiar drinking straw stuck directly into an orange, the new Tropicana symbol features a tall glass of Tropicana juice and a twist-cap on the product’s large containers that is shaped like half of an orange.

According to reports, the investment in Tropicana is part of a plan by PepsiCo to pump about $1 billion of advertising monies into its brands such as Diet Pepsi, Gatorade, Mountain Dew, Pepsi and Quaker to support working with new agencies on campaigns, logos, packaging and product varieties.