Tropicana has refreshed its packaging designs to amplify what the juice brand says have been “75 years of exceptional quality, craft, and heritage”.
The new look creates a cohesive identity across the portfolio and reinstates Tropicana’s ‘orange with a stripy straw sticking out of it’ brand asset. The redesign also more clearly communicates the consumer benefit of the different sub ranges and their relevance in consumer’s lives, including the new special start range.
The special start range comprises three premium 100% pure pressed fruit juices: Sanguinello Blood Orange, Pink Grapefruit and Pineapple. These are sourced from locations specifically selected for their unmatched taste and colour, including from the foothills of Mount Etna, where Tropicana Sanguinello Blood Orange is sourced. The new design elevates the story behind the juices, making it clear why they are the “perfect special breakfast or brunch accompaniment”.
The new design saw consumer research ‘worth paying more for’ scores increase by 9%, with flavour perceptions up 14%.
Elizabeth Ashdown, Marketing Director at Tropicana Brands Group, commented: “Our fresh look represents an authentic evolution of Tropicana, embodying our 75 years of fruit expertise and craft. This new design confidently and rightfully celebrates the Tropicana quality and taste difference.”
