Tropicana Brand

Challenge:

PepsiCo's Tropicana brand has an intensely loyal following among consumers who see it as the freshest, highest quality orange juice. Many recall drinking it as a child, resulting in emotional imagery no other brand can approach. As a natural extension of the brand, management initiated development of a line of ultra-premium juices. This sophisticated new line demanded a new bottle form that could convey a level of purity and quality never offered by a mass brand.

Approach:

We conducted both ethnographic and in-store research to identify the attributes this new bottle needed to deliver to support the brand, distinguish itself on shelf, and perform in the home. Then, we forwarded the dramatic design below to meet all criteria.

Results:

This bottle achieves a premium look never seen before in this category. Smaller niche products, Tropicana Pure's primary competition, often rely on stock packaging that is less inviting and distinctive. With Tropicana Pure, PepsiCo brings shelf impact and the power of a worldwide brand to a fast-growing category.

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In-Store Research

Brand Attribute Map

Selected Concept