You don’t get to be the leading orange juice brand by failing to learn from your mistakes. Tropicana, which suffered a major public relations flap when it changed its carton sizes and package images several years ago, clearly has learned its lessons for introducing its latest innovations.
First, Tropicana took great care to notify customers in advance that it would be changing its packaging, moving away from cardboard cartons and toward clear plastic carafes. It also retained the same logo and image on the packages, along with a distinctive orange cap—something it had failed to do the last time around.
Second, its advertising push centers on a new form of value for customers. Whereas previously, Tropicana used both domestic and imported oranges, it now features only oranges grown in Florida. Before touting the shift though, Tropicana ensured that its supply chain was fully in place and that it had stopped importing any oranges to add to its juice.
Third, after recognizing the success of its Trop50, a reduced calorie juice, in the United States, Tropicana has begun introducing the innovation worldwide. The advertising campaign touting its growers similarly is a global message. Thus it ensures consistency in its messaging and offers across all its markets.
Tropicana already earns approximately $1 billion in sales in the United States, but its owner PepsiCo had singled out this brand for further investment. It seems there’s always room for growth in this crop.
1. Is Tropicana’s global advertising message effective or not? Why?
Source: Natalie Zmuda, “Tropicana Goes Back to Nature in New Global Pitch,” Advertising Age, February 20, 2012.