How Tropicana and Minute Maid are trying to win new juice drinkers

Tropicana and Minute Maid, two of the nation’s largest juice brands, are out with new ad campaigns that come as the category looks to reclaim momentum enjoyed in the early days of the pandemic. Tropicana’s “The Juice That Starts It All” campaign offers a bit of a history lesson on the brand while spotlighting Tropicana’s role in everyday life—from the breakfast table next to pancakes and eggs to the unlimited mimosas served at weekend brunches. Minute Maid is relying on the star power of Jon Hamm to promote its Zero Sugar juice drinks lineup—including lemonade and fruit punch—with the no-sugar variety getting its first significant ad push since it was introduced in 2020. See all of Ad Age’s 2024 Agency A-List winners here In new ads, Hamm initially appears enthusiastic about promoting the products but becomes comically confused about his role when he realizes that there isn’t much for him to do, as the products essentially sell themselves. Growth in the juice category has slowed since 2020 and 2021, when consumers—many on pandemic lockdowns—stocked up on juice seeking a boost in immunity. U.S. sales volume for the total juice category, including juice drinks, 100% juice and flavored juice drinks, grew 0.5% in 2021 before falling 1.8% in 2022, according to Beverage Digest. However, due to inflation, dollar sales were up nearly 37% in 2021 and about 8% in 2022, according to the publication. Brands “actually grew the amount of money that they earned from that liquid,” said Duane Stanford, editor and publisher of Beverage Digest. “The people who were still drinking juice were willing to pay more for it.” Beverage Digest figures for 2023 are not yet available. Market research group Mintel forecasts the juice category to grow U.S. sales from $24.6 billion in 2023 to $31.3 billion in 2028. In a recent report, the firm suggested that the decrease in demand due to higher prices has of late been outweighed by a desire of consumers to drink juice for enjoyment or health benefits. Minute Maid’s campaign comes as brand owner Coca-Cola has emphasized its Zero Sugar sub-brand across its broader portfolio, including Coke Zero Sugar. “People are kind of back to really moderating the sugar intake,” said Stanford. “If you want growth and younger consumers and health-conscious consumers, then you really need to make sure you have an option with less sugar.” More news: Coke vs. Pepsi—how the Cola Wars are changing Minute Maid’s campaign will run worldwide, beginning with social media and digital content featuring Hamm. It will showcase the full range of Zero Sugar products, including flavors such as mango, strawberry lemonade and pineapple. Ads come from Studio X, a part of WPP's Open X, which is a Coke-dedicated agency. “This campaign is a great example of the shift from traditional marketing to a digital-first approach that balances local relevance with global scale,” said Katalin Czigler, senior director for global brand strategy for juices at Coca-Cola Co. Minute Maid Zero Sugar has built a loyal and growing fanbase since launching in 2020, Czigler said. Now, the brand seeks greater awareness. Czigler in a statement cited Hamm’s “strong comedic timing,” saying “he is the perfect partner for the ‘Sells Itself’ campaign, effortlessly leveraging his laid-back, approachable humor to highlight the easy decision-making process for purchasing Minute Maid Zero Sugar." Hamm in a statement said, “it’s refreshing to work with a brand that is not only loved by consumers but is also willing to have a little fun with its marketing campaigns.” The new ads, directed by Biscuit Filmworks' Clay Weiner, come a year after the broader Minute Maid brand debuted a new design that updated packaging to provide a similar look to the various varieties sold across the globe. Tropicana bets on legacy Tropicana’s campaign, which comes from Cramer-Krasselt, explores the brand’s growth through generations. Ads suggest that while Tropicana did not invent orange juice, it helped spur juice-related activities, such as mimosa-filled brunches, with one portion of the campaign suggesting that “Tropicana basically invented brunch.” “Doing a heritage spot can always be concerning—if you come off as old and dusty, and I think we did the opposite of that,” said James Spalding, VP and general manager of Tropicana at Tropicana Brands Group. “We’re really celebrating our heritage because we are one of the leaders in this category, the leader in orange juice, and we want to be for many years to come.” The ads intentionally include drinking occasions outside of the home, such as on-the-go breakfasts and brunching, to keep pace with orange juice consumption patterns that have changed since COVID lockdowns, Spalding said. The effort comes about three years after private equity firm PAI Partners (PAI) acquired Tropicana from PepsiCo in a $3.3 billion deal that also included the Naked brand. While PAI took the majority stake, PepsiCo held on to a 39% share, ensuring a continued presence in the juice market. Spalding suggested that private equity ownership has led to more marketing support. “This organization wants to get behind the brands, wants to drive the brands, wants to drive equity, and drive the growth of the brands, which is really exciting. And so we are investing heavily across all the brands and specifically on Tropicana,” he said. In 2023, Tropicana’s measured media spending in the U.S. amounted to $32 million, according to Vivvix, including paid data from Pathmatics. Top marketers, brands and agency ventures Ad Age Datacenter’s definitive rankings of the biggest U.S. and global advertisers and agency companies Click here

How Tropicana and Minute Maid are trying to win new juice drinkers

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