"We saw the opportunity to take it beyond just advertising and make this a premise for Tropicana to own the claim in the marketplace," said Donna Tracy, senior VP-general manager of Convergence121, the direct and interactive arm of Publicis Groupe's Frankel, Chicago.
The agency developed print ads and a microsite (tropicanahealthnews.com) to communicate the new positioning. "The message had to be omnipresent in the marketplace. The idea was to set the stage and blunt the competition," Ms. Tracy said.
The campaign also included TV spots from True North Communications' FCB Worldwide, New York.
"What we saw in this [health claim] announcement was a way to elevate this brand in the eyes of consumers and really become a big brand, and do it against something that's very meaningful to consumers," said Tropicana Director of Marketing Communications Cathy Dennett.
The Web site, which allows Tropicana to deliver more information than is possible in print or TV ads, was designed to be consumer friendly so the clinical discussion was "understandable, relevant and motivational to consumers," Ms. Tracy explained.
Less than five months after its Nov. 1 debut, the site had 89 million impressions. "Tropicana's face became the life partner of consumers," Ms. Dennett said. "We were about making you feel well, which was bigger than being just about orange juice."