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