Tropicana holds consumer review

The consumer and trade PR account for Tropicana is up for review as part of plans to revamp marketing strategy for the premium fresh juice brand.

Tropicana marketing director Caroline Diamond, who is co-ordinating the review, declined to comment on speculation that selected agencies had already pitched for the contract, merely saying ‘we will be reviewing our agency relationships over time’.

Fees in excess of £300,000 have been discussed with agencies sounded out for the account, according to a source close to the review.

Tropicana – which is part of global soft-drinks and snack-foods giant PepsiCo – will continue to work with eight-year incumbent Nexus Communications until a new agency is appointed.

The brief is understood to include both the promotion of the core brand, Tropicana Pure Premium, plus the sister apple-juice brand Copella.

Diamond refused to explain reasons or likely timescale for the review.

Nexus consumer and business MD Alan Twigg confirmed that a review was underway but declined to comment further.

Diamond was formerly marketing director for market development at sister PepsiCo division Walkers Snacks.

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