Reclaiming relevance beyond the breakfast occasion

Tropicana, an American favorite and category leader in the orange juice category, needed to re-invent itself to cater to the changing needs of younger families and to extend brand relevance beyond sat down breakfast occasions. Although known for the consistency of its quality and the familiarity of its name, the brand needed to overcome a category challenge (high sugar) and brand challenge (loss of brand association with non breakfast occasions). Black Bamboo partnered with the marketing and innovation team of Pepsi’s Premium Juice division to develop a 5 year innovation vision and new product pipeline.