In the past, campaigns were handled locally, but the creation of
the Global Nutrition Group in October 2010 paved the way for
increased collaboration. Trop50, a fast-growing brand for the
trademark, is one example of sharing innovations globally. Launched
in the U.S. in 2009, the reduced-calorie juice is being sold in
Canada, and European markets are considering distribution, Mr.
Maquivar said. Contagious, a London agency, handles creative for
"With any company and any brand, all the good ideas are not
necessarily going to happen in Purchase, N.Y., or Atlanta," said
John Sicher, editor and publisher of Beverage Digest. "Sharing
ideas from around the world absolutely makes sense."
Mr. Maquivar said that last year was spent aligning the various
markets' strategies and developing the campaign, which is running
in the U.S., U.K., Canada and France. Tropicana is one of a dozen
brands singled out by PepsiCo for increased investment in
2012. Juniper Park, Toronto, is Tropicana's global agency of
"Tap Into Nature" emphasizes Tropicana's relationships with its
growers and, in the U.S., touts that its juice is made from 100%
Florida oranges. It's a switch for the company, which for several
years had been using a blend of Florida and imported oranges. It
also differentiates Tropicana from the No. 2 player in the
Simply, which uses imported oranges.
Mr. Maquivar said the decision to eliminate imported oranges was
made in November, though it was not announced until January amid
press coverage about shipments of imported oranges with fungicide,
which he said was a coincidence.
"Research told us that [the source of the oranges] makes a
difference to our consumers," Mr. Maquivar said. "We didn't want to
confuse consumers while we switched over our supply chain. "We
wanted to make sure the product on the shelves confirmed the
message, and it was consistent."
In early February, the switch was complete, and Tropicana began
promoting it. Labels on shelves across the country read that
Tropicana is made with 100% Florida oranges, and a spot that broke
during the Grammy Awards telecast emphasized that message.
The creative -- beauty shots of growers harvesting oranges in
their groves -- will seem familiar to U.S. viewers who have seen a
continuing campaign for Florida's Natural. In fact, Tropicana's
switch to 100% Florida oranges undercuts that campaign. Florida's
Natural has been aggressive in recent years in attacking
competitors that use imported oranges. On its website, games
encourage consumers to fill a glass with only Florida oranges, or
use a gloved hand to block imported oranges.
According to SymphonyIRI, Florida's Natural posted sales of
$315.7 million in outlets excluding Walmart Stores
during the 52 weeks ended Jan. 22 .
In addition to the global effort, Tropicana will be heavily
promoting the launch of redesigned packaging in the coming months.
The brand is moving away from cartons to clear carafes, which Mr.
Maquivar said has led to double-digit sales gains in certain
Simply embraced carafes well before its competitor, however, and
picked up market share as a result. Even when Tropicana began
switching to carafes last year, Simply gained share. According to
SymphonyIRI, Tropicana's sales fell 5% and Simply sales rose 7% in
the 52-week period ended Jan. 22 . (Symphony IRI puts Tropicana
sales at $854 million during that time frame compared with $501.9
million for Simply. Private-label sales still weigh in with a hefty
Mr. Maquivar called the packaging changes a "great
transformation." When asked why the brand had trailed Simply on
introducing a package consumers had clearly responded to, Mr.
Maquivar said the brand wanted to experiment with the carafe for
its Trop50 brand. "We need to be very careful about packaging
changes in Tropicana and make sure we don't confuse consumers," he
Indeed, a packaging change in early 2009 infamously went awry,
resulting in lost sales and upset consumers. "[That] was a great
learning," Mr. Maquivar said, noting that with the latest shift,
messaging on cartons alerted consumers the carafes were coming. "We
kept the Tropicana logo and orange-with-a-straw equities and the
orange color on caps to help consumers navigate through the