Unveiling Tropicana's Brunch Revolution: From Mimosas to Fridge Fun

Exciting News: Tropicana Pure Premium Launches New Campaign

Tropicana Pure Premium has recently introduced a fresh campaign called "The Juice That Starts It All." The campaign focuses on showcasing moments of happiness that are made possible by the popular orange juice brand. This information was shared with Our Website, and we are excited to share this news with you.

The campaign will cover a wide range of platforms such as premium networks, broadcast TV, premium online video (Disney, Peacock, Hulu), social media (TikTok, Meta, YouTube), and audio (SiriusXM, Pandora).

Additionally, efforts will be made to include digital out-of-home (DOOH) takeovers in key markets like New York City, Los Angeles, and Chicago. This campaign is part of the 70-plus year-old brand's strategy to solidify its position as a top orange juice brand while also connecting more effectively with younger audiences.

Tropicana's Latest Campaign Celebrates Its Role in Popularizing Orange Juice

Tropicana may not have been the first to introduce orange juice to the world, but in its latest campaign, the brand is highlighting the contributions it has made to popularizing the beverage. According to Tropicana, it played a significant role in making orange juice a staple of brunch, Saturday mornings, and even mimosas. This campaign is a strategic move to ensure that Tropicana remains a relevant player in the market. Recent research from 2022 by PepsiCo Global Insights Kantar Research reveals that Tropicana leads in awareness, salience, preference, and brand loyalty among orange juice brands.

"The Juice That Starts It All" campaign consists of 6-, 15-, 30-, and 45-second advertisements that will be shown on premium networks and broadcast TV. It will also reach a wider audience through placements on Hulu, Disney, and Peacock. The 45-second extended spot tells the story of the brand's founding in 1954 and its core values. It highlights the impact of the brand on everyday life, such as breakfast on the go, morning routines, fridge essentials, and even memories with grandmas. The campaign was developed by creative agency Cramer-Krasselt and produced by JOJX.

To reach a younger audience and expand its influence across generations, Tropicana plans to extend its campaign to Meta, TikTok, and YouTube. Additionally, they will utilize audio placements and digital OOH takeovers in select major cities. Marketers have increasingly focused on advertising to younger demographics, especially as Gen Z gains more purchasing power.

Despite a decline in orange juice consumption in recent years, Tropicana, a subsidiary of PepsiCo, remained the top-selling brand in 2020. Competitors like Coca-Cola's Minute Maid have also stepped up their creative efforts to strengthen their position in the market. Minute Maid introduced a new visual identity and launched its first global campaign last spring.

Editor's P/S:

Tropicana's latest campaign, "The Juice That Starts It All," is a testament to the brand's enduring popularity and its enduring role in shaping the way we consume orange juice. The campaign's focus on moments of happiness and its celebration of Tropicana's contributions to popularizing the beverage are sure to resonate with consumers. The strategic use of multiple platforms and targeted marketing efforts also demonstrates Tropicana's commitment to staying relevant in the market and connecting with younger audiences.

Despite the decline in orange juice consumption in recent years, Tropicana's position as a top brand remains strong. The company's continued innovation and marketing efforts, such as the "The Juice That Starts It All" campaign, are key to maintaining its market leadership and attracting new generations of consumers. As the competition in the orange juice market intensifies, Tropicana's ability to adapt and evolve will be crucial to its continued success. where rivals like Minute Maid continue to innovate and compete for market share.