BBDO Picks Up Tropicana

PepsiCo Brand Changes Agencies as Juice Category Struggles

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Credit: Tropicana/YouTube

PepsiCo has named Omnicom's BBDO as the lead agency for Tropicana in the U.S. The agency will handle the orange juice brand across multiple U.S. offices. Tropicana was previously at Omnicom's Juniper Park.

The agency change was confirmed by a PepsiCo spokeswoman.

BBDO already handles PepsiCo's Mtn Dew brand, including the Kickstart line extension. PepsiCo spent $47.6 million in measured media on Tropicana in 2014, according to the latest full year data available from Kantar Media.

Tropicana is the largest juice brand in the U.S. with 7.6% share, putting it ahead of Coca-Cola's Minute Maid with a 6.8% share, according to 2015 data from Euromonitor International. Both brands experienced sales declines as the juice category struggled. Tropicana fell to $1.25 billion in sales last year from $1.3 billion in 2014. Minute Maid dropped to $1.1 billion from $1.2 billion.

Tropicana has recently been airing a TV ad created several years ago for the low-sugar Trop50 variety starring Jane Krakowski, according to ispot.TV. Another older spot that is currently running shows a bunch of whole oranges falling into a container of Tropicana as the "Good Morning" song from "Singing in the Rain" plays in the background.

Tropicana is expected to launch new ads under BBDO.

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