Chilled juice brand Tropicana has launched its second campaign under the ‘It’s THAT Juice’ platform, which aims to highlight the quality and taste difference of its products.
The £3.5m ‘Not all oranges are the same’ campaign comprises out-of-home – including special build sites and buses – social, PR and shopper.
The campaign emphasises the fact that Tropicana picks only the best four varieties of orange out of over 60 for the best taste. The creative heroes the Tropicana orange with straw brand asset – a symbol of the brand’s fresh from the fruit taste.
Elizabeth Ashdown, Marketing Director at Tropicana Brands Group, said: “The launch of this campaign marks another exciting moment for the brand, helping us express our confidence as category market leaders. The juice category has been 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.”
