Tropicana Promotes OJ As Daily Fruit Serving

Somewhere Missy "Misdemeanor" Elliot and Nelly Furtado sigh a deep sigh:

The "Get Your Fruit On!" campaign, launching this month to tie in with National Fruit and Vegetable Month, looks to get the word out that 7 in 10 adults, as well as most children, are not consuming the USDA-recommended four fruit servings -- and that an eight-ounce glass of OJ delivers two of those servings. "Surprisingly, we've learned a majority of orange juice drinkers are unaware that 100% orange juice contributes to their daily fruit intake," commented Tropicana CMO Andy Horrow in the PepsiCo brand's announcement of the campaign.

MediaPost

The Big Fizz at PepsiCo

A fairly fascinating look at the man agitating for all the change at PepsiCo. Including a peek into the Big Bang project that had the company simultaneously redesigning seven brands, creating brand manifestos, and generating Super Bowl ads.

Companies often perfect each stage of a rebranding plan before moving on to the next one. For example, the design agency typically settles on a logo before handing off to the people working on the package. To save time, d'Amore decided to adopt the so-called concurrent model: design the logos, create the packaging, shoot the TV commercials, and so forth simultaneously. He acknowledges that this is riskier but insists the enhanced speed and agility are worth it. "Aiming for perfection is the enemy of good progress," d'Amore says. And if getting the project done in time meant inserting himself in the creative process—highly unusual for a CEO—then so be it. After all, he had marketing experience.

Also, he's something of a hands-on manager:

One of the first Arnell-d'Amore productions was a TV spot for SoBe Lifewater, a beverage d'Amore wanted to reposition to take on Coca-Cola's (KO) vitaminwater. It was an early glimpse of d'Amore's management style. After giving the job to Arnell Group, he fired SoBe's existing ad agency, Bartle Bogle Hegarty. He and Arnell then cooked up the idea for the ad together—a sendup of Michael Jackson's Thriller video featuring lizards dancing with model Naomi Campbell. Later, d'Amore flew to Los Angeles to help edit the commercial.

BusinessWeek

Tropicana is the New Coke?

Tropicana OJ has decided to go back to their old packaging design based on feedback from the public....

"PepsiCo is off to a rocky start with the Arnell Group. First, a seemingly ridiculous brief bearing an overwrought justification of the new Pepsi/Obama logo was leaked. Now, PepsiCo has said it will revert Tropicana back to its old packaging because people absolutely hated it. The packaging, which was triumphed by Peter Arnell, was deemed too confusing and too much like some regular ole’ generic store brand. This led one design agency executive to comment offhand and off-the-record: “Well, that’s what you get when you let an ad agency attempt package design.” Even the New York Times teed off on Tropicana likening it to New Coke. Ouch!"



Via BrandFreak

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