PepsiCo is trying to squeeze more out of its market-leading Tropicana brand with a new product extension called Orange Creations.
The new product is launching with three SKUs: Orange & Mango, Orange & Tangerine and Orange & Grapefruit. Each product is a 100% juice blend and is not from concentrate.
The three blends are being sold in 1.75 litre cartons that feature what Meghan Toll, senior marketing manager for Tropicana at PepsiCo, described as “refreshed” packaging with a “new, colourful and modernized look” that is intended to reflect Tropicana’s premium taste and ingredients.
The Orange Creations line first launched in the United Kingdom in 2010 where it now boasts what Toll called an “extensive line-up” of flavours that includes Orange & Lime and Orange & Watermelon.
“Based on the success of the U.K. business, and the insight that Canadians are looking for more variety in their morning juice, we decided to launch Orange Creations here in Canada,” said Toll in an email interview.
The product is aimed at people seeking the nutrition and goodness of Tropicana Pure Premium Orange Juice but eager for new flavours and variety, said Toll. The product will be positioned towards busy families with kids.
The product launch is being supported by a new ad campaign that includes TV, point-of-purchase ads and sampling (the latter two components overseen by Match Marketing Group).
The new 30-second TV spot from Juniper Park, “Same,” debuted today on City’s Breakfast Television as part of the brand’s ongoing sponsorship of the daily show. Praxis PR oversaw the content integration, while OMD Canada handled media.
The English and matching French spot (called “Pareil”) show a man greeting every aspect of his morning ritual – from putting on his slippers to stepping over the sleeping dog at the bottom of the stairs – with a world-weary intonation (in his head) of the word “same.”
His outlook changes when he pours a glass of the new Orange & Mango product, and he exclaims “different,” as the song “Oh, What a Beautiful Morning” begins playing in the background.
“While consumers know and love Tropicana Pure Premium Orange Juice, some are looking for a little more variety from their juice,” said Toll. “Each Orange Creations product is 100% pure squeezed fruit and nothing else – offering consumers the Tropicana Pure Premium Orange Juice they love, but now with a twist.”
