Tropicana has launched a second campaign under the ‘It’s that Juice’ platform, which aims to highlight the quality and taste difference of the brand.
The £3.5m ‘Not all oranges are the same’ campaign includes out-of-home, social, PR and shopper marketing activities.
The campaign highlights that Tropicana picks only the best four varieties of orange out of over 60 for the best taste. Marketing materials champion the Tropicana ‘orange with straw’ brand asset.
Elizabeth Ashdown, Marketing Director at Tropicana Brands Group commented: “The juice category has commoditised in recent years, with shoppers seeing all juices as the same. Tropicana has over 75 years of fruit expertise and heritage and is aiming to elevate consumers’ perceptions of the brand, shifting the narrative from ‘juice is juice’ to ‘Tropicana is that Juice’.”
