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Pepsi to relaunch Tropicana

23-July-2002
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Pepsi to relaunch Tropicana

Pepsi Foods India is planning to give its natural juice brand Tropicana a facelift. The company is currently working on a re-launch strategy for the brand, which includes a new look advertising and packaging. According to sources, the new campaign will break in September 2002.

The Rs 4-crore Tropicana account moved to HTA early this year from FCB Ulka as part of the global advertising realignment. Interestingly, while PepsiCo placed its $350-m Gatorade, Aquafina and Tropicana range with the Omnicom Group, in India Pepsi decided to give Omnicom affiliate agencies in India—Mudra, RK Swamy/ BBDO and TBWA Anthem—a go by and instead placed the Tropicana account with HTA.

According to industry sources, Coke is working overtime to get its natural juice brand Minute Maid in the country. The company plans to launch the brand in July 2003.

To be launched in the market initially through imports, Coke is also weighing the option of manufacturing it locally. That will, however, happen only two to three years later.

The project is believed to have got a go ahead from Mr Don Short, the former head of Coca-Cola India and currently heading Minute Maid operations for Coca-Cola globally.

Currently, in terms of marketshare, Tropicana is believed to trail behind rival, Real (from the Dabur stable) which claims to have a 55 per cent market share of the estimated Rs 100-crore branded juice market. Tropicana is yet to become a profitable business.

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