PepsiCo Beverages Canada begins new Tropicana campaign
PepsiCo Beverages Canada has begun a new advertising campaign for its Tropicana Pure Premium juice brand. The print and television creative focuses on the stories of the Florida growers who supply the brand's oranges. The campaign was developed from an international strategy by Juniper Park. Three television commercials featuring two growers named Steve and Paul will air until Sept. 28. The print executions follow the same theme. Tropicana has also renewed its sponsorship of television program Breakfast Television for a third year. In addition, the campaign includes digital and in-store materials, as well as public relations. Media planning and buying was handled by OMD, with in-store marketing managed by OSL and public relations by Praxis. "Tropicana Pure Premium has a strong history in Canada and we know our loyal consumers love the taste, but we wanted to remind them that Tropicana also has no added sugar or water and each glass contains two full servings of fruit among other key nutritional benefits," said Sassan Jahan, marketing vice-president for the juice and tea portfolio at PepsiCo Beverages Canada. "Tropicana brand uses quality oranges for our juice and this new campaign takes consumers right to the source, the orange groves."