The challenge: To introduce Trop50, Tropicana’s innovative juice category entry with 50% less sugar and calories using the new PurVia sweetener, through an informative direct mail campaign.
The moment: Authentic consumers deserve the most authentic juice.
*Trial rates were +7.3% for new items launched in the chilled juice category; +59% among lapsed/reduced OJ users; and +35% among general OJ users.
