Tropicana, the renowned juice brand that has been a household name since 1954, is making a historic change. Tropicana is updating its name for the first time in its long history.
This alteration will be evident to customers on the label of their favorite juice products. According to the company, this significant decision is driven by the growing trend of Artificial Intelligence (AI)
Tropicana's Clever Move: Limited-Edition Bottles Highlight Natural Ingredients
Tropicana is introducing special bottles with a twist in a brilliant marketing move. These limited-edition bottles proudly bear the name "Tropcn," minus the letters "A" and "I," all to draw attention to the brand's natural ingredients.
The motive behind this playful marketing stunt is to emphasize that Tropicana's orange juice has always been free from artificial additives, as stated in a press release.
Tropicana has chosen a fitting venue to unveil these unique bottles: CES in Las Vegas. They set up a truck to distribute the renamed juice at the event.
Additionally, 100 of these distinctive bottles will be hidden in various grocery stores owned by Kroger across the United States, including flagship locations like Fry's and Fred Meyer.
Tropicana is known for its innovative promotional strategies to keep its 77-year-old brand relevant, especially in a changing consumer landscape where people seek beverages with lower sugar and calorie content than traditional orange juice.
Since 1954, Tropicana has found new ways to bring delicious orange juice from real oranges to breakfast tables nationwide. We've never believed in adding artificial stuff," explained Monica McGurk, CEO of Tropicana Brands Group's North American division.
She continued, "Our special batch of 'Tropcn' orange juice bottles is a testament to our continuous dedication to providing the finest 100% orange juice to the American people."
This fresh packaging was introduced at this week's Las Vegas, Nevada CES tech conference.
However, the new Tropicana name won't appear on every bottle. Tropicana has decided to conceal 100 fresh bottles in various grocery stores across the United States, including Kroger, Fry's, and Fred Meyer.
Customers who happen upon one of these hidden bottles can scan a code and enter a contest to win a trip to Florida, the birthplace of orange juice.
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Strategic Move to Embrace Natural Appeal
Tropicana, a major player in the juice industry, has been experiencing a gradual decline in market share over time. This decline has been attributed to competition from private-label products and smaller brands perceived as more natural.
According to Neil Saunders, a retail analyst and managing director at GlobalData Retail, Tropicana's recent marketing initiative can be seen as an effort to highlight the natural qualities of its products, aligning with consumers' growing preference for products free from artificial additives.
In 2021, PepsiCo took a significant step by selling a controlling stake in Tropicana to a private equity firm in a $3.3 billion deal. This move was part of PepsiCo's broader strategy to shift its focus towards lower-calorie beverages such as sodas and water.
PepsiCo's juice business, including Naked, had financially burdened the company. Despite a slight increase in orange juice sales last year due to the pandemic, the overall trend has been a steady decline in orange juice sales over the past decade.
Tropicana faces the challenge of evolving consumer tastes and adapting to a changing market landscape to maintain its position in the juice industry.
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