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."