Tropicana tries Drenchers out in test markets

Thompson, Stephanie
January 2000
Advertising Age;1/31/2000, Vol. 71 Issue 5, p14
Trade Publication
The article focuses on efforts by Tropicana to compete in the children's juice market with the introduction of its product dubbed Tropicana Drenchers in 2000. It is a 30 percent juice beverage in orange, strawberry and tropical flavors that is fortified with vitamins A, C, E and calcium. Drenchers, non-refrigerated juice drinks, are intended to lure kids directly with a sweeter taste. The new line comes in six-packs of eight-ounce plastic bottles and offers a higher juice content than Tropicana's young adult-targeted Tropicana Twisters lineup but less than the marketer's current calcium-fortified 100 percent juice boxes, designed to attract mothers to buy. Tropicana is using the just for them strategy with a television campaign from FCB Worldwide, New York, to support the Drenchers line in the two test markets.


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