NEWS: Nexus wins juicy deal to promote Tropicana

Drinks giant The Seagram Beverage Group hired Nexus Public Relations last week to launch a consumer drive for its premium orange juice label Tropicana.

Drinks giant The Seagram Beverage Group hired Nexus Public Relations

last week to launch a consumer drive for its premium orange juice label

Tropicana.



Nexus, Tropicana’s first external agency, is planning an ‘ambitious’ 12-

month campaign for the five-year-old brand, which was previously handled

internally by Seagram’s corporate communications division.



The agency is planning to target a core market of ABC1 consumers aged

25-35, publicising Tropicana’s existing range of Pure Premium

Grapefruit, Ruby Breakfast, and Orange juices.



Nexus will also promote the company’s new juice collection which is

expected to launch later this year.



Seagram media and information officer Sophie Daranyi said Nexus will

continue to push Tropicana’s brand values of ‘taste and quality’ but

‘establish more direct links with consumers.’



Public relations activity for Tropicana has previously focused on

advertorials in trade and women’s press, information leaflets and

sampling activity through the brand’s below-the-line agency BLP.



Daranyi said that public relations was vital to communicate the

manufacturing process of Tropicana, produced directly from oranges and

not orange juice concentrate like many brands.



Trade public relations for the Tropicana brand, which has a 20 per cent

share of the market (Nielsen) will remain in-house.



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