Tropicana Brand Revitalization

Case Study

  • Brand Strategy
  • Award Winning
  • Campaign Development

For almost 25 years, Tropicana had been the undisputed category leader. However, for the last five years, brand sales had softened. The problem was rooted in many years of fierce competitive battling over who had the best product credentials. Brands were saying the same thing: freshly squeezed, from the grove, great-tasting, 100% pure oranges. Tropicana no longer stood out as offering something special.

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