Not all oranges are the same: Tropicana’s new campaign

Leading chilled juice brand Tropicana has launched its second campaign under the ‘It’s THAT Juice’ platform, which highlightsthe quality and taste difference of the brand.

The £3.5m ‘Not all oranges are the same’ campaign emphasises the fact that Tropicana picks only the best 4 varieties of orange out of over 60 for the best taste, one of many reasons that makes Tropicana the UK’s 'best tasting orange juice'. The creative heroes the Tropicana iconic orange with straw brand asset – a symbol of the brand’s fresh from the fruit taste.

The campaign comprises out-of-home - including highly impactful special build sites and buses - social, PR and shopper, shows consumers that not all juices are the same, because not all oranges are the same.

"The launch of this campaign marks another exciting moment for the brand, helping us express our confidence as category market leaders," Elizabeth Ashdown, marketing director at Tropicana Brands Group, said.

"The juice category has commoditised in recent years, with shoppers seeing all juices as the same. Tropicana has over 75 years of fruit expertise and heritage, and is aiming to elevate consumers’ perceptions of the brand, shifting the narrative from ‘juice is juice’ to Tropicana is THAT Juice,"