After rebounding from a new packaging disaster several years ago, Tropicana noticed that a key competitor, Florida’s Natural, was making inroads into their business by touting the fact that they only used Florida oranges in their juice. So after several years of using a blend that included imported oranges, they switched to 100% Florida oranges in November.
The formal announcement of the switch took place in January amid the media frenzy about fungicides found in imported oranges. Nice timing. (Zmuda, 2013)
Their website home page now highlights the fact that “each 59 ounce container contains 16 fresh-picked oranges.” And this new commercial broke on the Grammy awards. Pay attention though, the reference to Florida oranges goes by quickly.
So what do you think? Is the 100% Florida oranges approach a winner? The number two brand in the category – Simply Orange, continues to use a blend.
Zmuda, N. (2013, February 19). Tropicana Goes Back to Nature in New Global Pitch. adage.com. Retrieved February 27, 2013, from