Tropicana Products, Bradenton, Fla., will support two new calcium-fortified juices it unveiled today with a national print campaign breaking in April magazines and continuing in May books from Foote, Cone & Belding, New York. The products are Tropicana Pure Premium Grovestand Calcium orange juice and Ruby Red Grapefruit Calcium grapefruit juice, which the company said is the only grapefruit juice to contain more calcium than milk. The juice company, acquired from Seagram Co. last year by PepsiCo, plans to boost overall print spending 20% this year to between $5 million and $6 million, said Steven Bellach, senior director-marketing, grocery division. A new :30, along with a :15 version, from FCB, supporting core brand Tropicana Pure Premium breaks in April.
Copyright February 1999, Crain Communications Inc.