To drive incremental revenue share in an increasingly-competitive juice category, Tropicana explored hundreds of new flavor lines and product concepts. A clear consumer insight rose to the top:

Parents were seeking convenient ways to deliver veggie nutrition to their children without the veggie taste.

Tropicana Farmstand was born – the first product line in the Chilled Juice segment that offered 1 Fruit Serving + 1 Veggie Serving in every glass. The Farmstand name resonated with families because it signaled the fresh taste of the ingredients inside.

For the campaign launch, Tropicana leaned into the functional benefit of chilled storage since the competitor’s products were sold warm and tasted like it. The launch TV spot broke free from traditional juice advertising norms – bringing a joyful energy that vibrated from the beats of Passion Pit’s iconic song, “Carried Away.”

MY ROLE
As Brand Manager, I led the new product commercialization process from concept stage through Year 2 on shelf. This included Branding & Package Design, P&L Management, Demand Planning and Advertising & Media Planning. I collaborated with a cross-functional team to deliver the Carried Away campaign, which drove significant lifts in Brand Preference and Net Revenue ROI.