Pepsi to roll out Tropicana-branded drinks with in-house staff

PURCHASE, NY: Pepsi will introduce its new Tropicana-branded carbonated drinks this spring with its in-house PR staff, eschewing the use of an agency.

PURCHASE, NY: Pepsi will introduce its new Tropicana-branded carbonated drinks this spring with its in-house PR staff, eschewing the use of an agency.

The Tropicana products will replace Pepsi's Slice line and contain 1% juice.

"The fruit-flavored segment is the fastest growing segment in the industry right now, and what we would like to offer is a best-in-class line," said Dave DeCeccio, director of public relations for Pepsi-Cola North America.

Pepsi will walk a fine line, message-wise, with the new sodas. The Tropicana brand has used the healthiness of orange juice as a key brand attribute.

Pepsi hopes to extend that brand equity into carbonated drinks, but there will be no health messages. "This is clearly a soft drink and we will communicate it that way," DeCeccio said. "We think with the Tropicana name, consumers will feel they will be getting a little something extra."

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