Tropicana unveils ‘It’s That Juice’ campaign

Tropicana has launched its second campaign under the ‘It’s That Juice’ platform.  

In recent consumer surveys, the brand was officially voted the UK’s best tasting orange juice.  

The £3.5m ‘Not all oranges are the same’ campaign aims to highlight the quality and taste of the brand.  The crux of the campaign aims to highlight Tropicana’s position in the juice category, showing consumers that not all juices are the same.  

The adverts and posters feature the motif of an orange with a straw which is present across the brand’s orange juice packaging.  

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The campaign includes out-of-home advertising on build sites, buses and social media, alongside PR and shopper activations.  

According to IBIS World data, the overall orange juice market is expected to increase over the next five years, while Statista data shows that convenience stores are a key channel for the growth of orange juice sales in the UK. 

Elizabeth Ashdown, marketing director at Tropicana Brands Group, said: “The launch of this campaign marks another exciting moment for the brand, helping us express our confidence as category market leaders. 

“The juice category has commoditised in recent years, with shoppers seeing all juices as the same. 

“Tropicana has more than 75 years of fruit expertise and heritage, and is aiming to elevate consumers’ perceptions of the brand, shifting the narrative from ‘juice is juice’ to Tropicana is ‘that juice’.” 

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