You’d think that a 76-year-old brand would’ve run out of marketing juice, but leave it to Tropicana® to squeeze their product for all it’s worth.
The breakfast table staple, Tropicana, has recently launched a new campaign boasting that their orange juice is “The Juice That Started It All.” You see—they didn’t invent the citrusy drink, but rather are claiming that some things in life may not have been possible without your main squeeze, Tropicana. Things like brunch, mimosas, the fridge chug, and grandmas, but interestingly enough, they seemed to have left out “the worst toothpaste aftertaste.”
Of course, this Tropicana tactic is a means of staying relevant while cementing their status as a leading orange juice brand. In fact, in recent years, there’s been a decline in overall orange juice consumption. That’s why other beverage brands, like Coca-Cola® and Minute Maid®, have added some zest to their creative output, with the latter launching their first new visual identity last year. Today, Tropicana remains the top orange juice brand in awareness, salience, preference, AND, brand loyalty—not to mention this campaign may stretch its generational footprint as it’s aimed at younger demographics.
But, it does make you wonder how other juice brands prefer their beatings—with or without pulp?
