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May 22, 2007

Integration is key to drink brand?s live campaign

PepsiCo’s Tropicana Pure Premium fruit juice brand is launching an intensive experiential campaign as part of an integrated campaign targeting women aged 35 and over, and ABC1 families. The campaign, which is being run by marketing agency Haygarth, began in May and will run until September with the aim of raising awareness and driving trial of Tropicana Pure Premium.

The experiential activity will build on the above the line activity, using the Fruit in the City and Straight from the Fruit messages to highlight key unique selling points of the brand.

Activity will take place at London train stations and various summer events over 49 days with a total target reach of more than 400,000 consumers.



Carton camera: the Tropicana experience hits the streets 

The Tropicana Pure Premium installation comprises of a 3m-high orange tree inside a transparent Tropicana carton. The tree has its very own eco-system with a tailored sunrise and sunset. Consumers will be able to smell the aroma of Tropicana oranges as they pass by, while Tropicana brand ambassadors sample around the installation from four themed and branded dispenser units.

Blitz sampling at summer events will involve Tropicana brand ambassadors offering consumers drinks from branded bev packs with a 50ml sip sample. Four flavours will be sampled, the two new superfruit flavours – Cranberry blend and Pomegranate blend – in addition to Tropicana Original and Tropicana Smooth.

All samples will be distributed in conjunction with a 50p money off next purchase coupon leaflet, which will be shaped and embossed in the style of an orange.

“The installation is a real first within the category to deliver impact and added value to commuters,” said Ben Curtis, senior brand manager at PepsicCo. “The creative reinforces Tropicana Pure Premium’s core message Straight from the Fruit and is heavily integrated with all Tropicana Pure Premium activity throughout the year.”

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