Tropicana tone of voice and pack copy

The brief was to develop the tone of voice and pack copy that would appear across Pepsico’s new range of Tropicana fruit juice.

It needed to reflect Tropicana’s premium position in its sector, while distinguishing the new premium juice range ‘Tropicana Gold’ from standard Tropicana product.

We immersed ourselves in the world of Tropicana – from its growing and harvesting process, to its world-class blending expertise, including tasting sessions to experience the flavours and aromas of its products for ourselves.

We then developed a tone of voice and pack copy that captured the brand’s passion for quality and excellence and reflected its core theme ‘Nature Nurtured’. We also went on to create a series of cartoon character profiles for kids’ range ‘Tropicana Go’, to be used as part of a fun online animation.

Agency: Landor

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