PepsiCo Conducts Review for $25M Tropicana Pure Premium Account

Three Omnicom Shops, Contagious Content in the Running

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NEW YORK ( -- Three Omnicom Group shops are awaiting a decision on a quiet PepsiCo review for creative duties on its flagship orange-juice brand, Tropicana Pure Premium. The agencies are GSD&M Idea City, TBWA/Chiat/Day and BBDO's Juniper Park in Toronto.

A Tropicana spokeswoman confirmed the review but declined to specify what creative work the winning agency would be responsible for. Still, it's not a given that one of the Omnicom shops will win the business. According to the spokeswoman, Contagious Content, a London-based agency that is already working with the brand, is also a part of the mix.

Tropicana is PepsiCo's fifth-largest beverage business. It is also the largest single brand in the refrigerated orange-juice category. According to Kantar Media, Tropicana spent $25 million on measured media in 2009.

The business has been handled in-house and by a mix of smaller agencies since the much-maligned redesign of the brand by Omnicom's Arnell Group last year. After the rollout of that packaging -- which scrapped the iconic image of an orange with a straw sticking out, and was the brainchild of controversial design guru Peter Arnell -- sales of the Tropicana Pure Premium line fell 20% in a matter of a few weeks between January and February 2009, costing the brand tens of millions of dollars. The brand quickly announced it would bow to consumer demand and replace most of the Arnell-created packaging elements, which had been on the market less than two months.

According to IRI, the brand saw an 8% decline in unit sales, and dollar sales fell 11% to $862 million in 2009. Though many point to the failed redesign, Tropicana executives have blamed a strong showing from private-label brands.

The agency selected for the job will certainly be charged with putting the missteps of 2009 behind the brand, something that Tropicana execs say is already well under way. They point to the Juicy Rewards program, launched in February, as an example. The Tropicana spokeswoman says the program has been popular with consumers, boosting the brand's Facebook page to more than 86,000 fans from just a few thousand. Media for that campaign was handled by Contagious Content, while Ogilvy Public Relations Worldwide handled PR and social media.

Two of the three Omnicom shops that were invited to submit creative ideas for the Pure Premium account are already on PepsiCo's roster: TBWA is the lead shop for brand Pepsi and Juniper Park handles advertising for Lay's, which is part of PepsiCo's Frito-Lay Division.

Presentations were made this week by the three Omnicom shops, though the Tropicana spokeswoman did not say when a final decision would be made. Agencies participating in the review either couldn't be immediately reached for comment or referred calls to the client.

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