Tropicana, the nation’s most loved juice brand and recently awarded best tasting orange juice[1], is refreshing its packaging designs to amplify 75 years of exceptional quality, craft, and heritage.
The new design creates a cohesive identity across the portfolio, and reinstates the iconic orange with the red and white straw key brand asset; a symbol of the brand’s quality, and fresh from the fruit taste. The redesign also more clearly communicates the consumer benefit of the different sub ranges and their relevance in consumer’s lives, including the new special start range.
59% of consumers currently opt for a drink that provides a ‘special start’ to elevate their weekends[2] and look for an elevated experience, beyond their everyday juice. Tropicana is better meeting this need with a refreshed range of products perfect for that more special morning.
The special start range is a range of three masterfully crafted 100% pure pressed fruit juices; Sanguinello Blood Orange, Pink Grapefruit and Pineapple. They are sourced from the finest fruits and from locations specifically selected for their unmatched taste and colour, including from the foothills of Mount Etna, where Tropicana Sanguinello Blood Orange is sourced. The new design elevates the story behind these beautiful juices, making it clearer why these are the perfect special breakfast or brunch accompaniment.
Consumer research has validated the power of the new design to drive category value with “worth paying more for” scores increasing by 9% and flavour perceptions increasing by 14%[3].
Elizabeth Ashdown, Marketing Director at Tropicana Brands Group, comments: “Our fresh look represents an authentic evolution of Tropicana, embodying our 75 years of fruit expertise and craft. Tropicana isn’t just any juice, it is THAT juice; and this new design confidently and rightfully celebrates the Tropicana quality and taste difference. “
[1] 375 participants, The New Fieldwork company Feb 24 and Most loved – Savanta 2023 survey
[2] Toluna questionnaire July 23
[3] 150 participants, Behaviourally x TBG PackFlash Quant Research , Oct 23
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