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
