Tropicana diverts attention towards alternative flavours

Tropicana aims to raise the profile of its new ‘Orange Creations’ flavours range with a national print campaign.

Although there are 21 Tropicana flavours, the brand believes consumers suffer from “flavour blindness” and hopes the campaign will remind people there is more to Tropicana than its iconic orange juice brand.

The photographs depict sliced oranges with the flesh of an alternative fruit and are designed to leave the consumer ‘with a mouth watering sensorial experience’. The ads were created by DDB and promote the Orange & Watermelon and Orange & Lime flavours. 

The ads will launch this week with OMD carrying out the media planning and buying. Pepsico-owned Tropicana began significantly investing in marketing its new flavours last year. It claims the investment has seen its range of new flavours grow five times quicker than the rest of the not-from concentrate juice market.

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