Tropicana, the renowned orange juice maker, is taking a bold step to draw attention to its commitment to natural ingredients. The company has released limited-edition bottles that showcase its “Tropcn” logo, omitting the letters “A” and “I,” in a playful marketing stunt. By doing so, Tropicana aims to highlight the fact that their orange juice has always been free from artificial ingredients.
To amplify this message, Tropicana is distributing the exclusive bottles through various channels. At the Consumer Electronics Show (CES) in Las Vegas, the company has stationed a truck to give away the juice. Additionally, they have hidden 100 bottles across the United States in Kroger-owned grocery stores, including the flagship brand and others like Fry’s and Fred Meyer.
This strategic move is part of Tropicana’s ongoing efforts to adapt to changing consumer preferences. As more individuals seek beverages with lower sugar and calorie content, traditional fruit juices, including orange juice, have faced scrutiny for their potential health drawbacks. Fresh-pressed green juices, enhanced water, and protein-packed beverages have emerged as popular alternatives due to their perceived health benefits.
Neil Saunders, a retail analyst and managing director at GlobalData Retail, notes that Tropicana has experienced market share loss to private label products and niche brands perceived as more natural. He believes the company’s latest marketing campaign aligns with consumers’ increasing demand for products free of artificial ingredients.
In 2021, PepsiCo sold a controlling stake in Tropicana to a private equity firm for $3.3 billion as part of its strategic focus on lower-calorie beverages like sodas and waters. Tropicana’s juice business, including Naked, had been a drag on PepsiCo’s financial performance. Despite a slight sales increase last year during the pandemic, orange juice sales have steadily declined over the past decade.
Through this creative marketing initiative, Tropicana seeks to capture consumers’ attention and reinforce its commitment to delivering natural and wholesome orange juice options.
The source of the article is from the blog lokale-komercyjne.pl