January 8, 2009
Tropicana Moves (Slighty) Away from Premium to Pure Product Naming
Stuart Elliott of the The New York Times has a very complimentary article about the rebranding work on Pepsi's Tropicana orange juice.
It is a surprising departure for the brand that went through a revamp about two years ago.
The new slogan, "Squeeze, it's a natural" simply reminds buyers that they are getting freshly squeezed orange juice. According to one executive, "squeeze" has a double meaning - it "is the process by which we get our product and the hug, 'my favorite,' 'my squeeze.'"
What is more interesting to me is the almost generic look of the new packaging.
Ultimately, this appears to be a clever way for Tropicana to sell itself as being an affordable and a quality brand name.
The change is keeping Tropicana relevant and talked about and it is adding a freshness (not a pun) to the carton that I think ultimately will be appealing to consumers in this down market.
What we are really seeing here is a move from the word "premium" (which sounds expensive) to "pure" which suggests good for you. I'm thinking that this is a subtle yet intelligent move made by only slightly repositioning the brand.
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