Creating a new category
Little has happened in the world of orange juice…until recently when Tropicana decided it was time to introduce a new product to spice things up. Trop50 is a low sugar, low calorie juice and perfect for health conscious women.
We were, in effect, creating a new category so had a big job to do in communicating the functional benefit of the product in an engaging way.
Our campaign was created for the US market, so to make an impact, we used the star quality and humour of Jane Krakowski, a big name in the States, to be the ambassador for the brand.
From launch in 2009, annual sales have grown to over $150million in 2013.
Annual sales growth