As Consumers Try to Cut Back, Tropicana Promotes Quality and Value

A multimedia campaign, getting under way this week, is the first for the Tropicana juice brand from its new agency, the Arnell Group in New York, part of the Omnicom Group. The campaign carries the typographically challenging theme “squeeze it’s a natural,” which is intended to evoke the way oranges are turned into Tropicana along with the warm way in which the company wants consumers to embrace the brand.

New York Times