The new design by Sunhouse brings back nostalgic elements to Tropicana's branding, revitalizing its image while respecting the original visual identity established in 1947.
Sally Knapton emphasizes that Tropicana aims to shift from competing on functional benefits to building brand affinity and long-term growth amidst a declining juice market.
The new campaign 'THAT juice' cleverly aligns Tropicana with Gen Z culture, positioning the brand as the trendy choice for orange juice, reminiscent of its pioneering legacy.
Tropicana's 2024 refresh showcases a powerful lesson learned from its controversial 2009 rebrand, emphasizing the importance of maintaining brand recognition and consumer connection.
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