Tropicana Takes a Stand Against AI Hype with Bold Marketing Move at CES
At this year’s Consumer Electronics Show (CES), where artificial intelligence (AI) dominates discussions, Tropicana, the leading orange juice brand, is making waves by distancing itself from the AI buzz. In a cheeky marketing stunt, the company is launching limited-edition bottles that omit the letters “A” and “I” from its name, rebranding as “Tropcn” to draw attention to its commitment to natural ingredients.
The unconventional marketing strategy aims to underscore the “fact that there is nothing artificial and never has been anything artificial” in Tropicana’s orange juice, as stated in a press release. The company is distributing these special bottles at CES in Las Vegas through a stationed truck, ensuring the message reaches tech enthusiasts and attendees.
Additionally, Tropicana has hidden 100 of these altered bottles across the United States in grocery stores owned by Kroger, including flagship locations and other brands such as Fry’s and Fred Meyer.
Known for its innovative marketing campaigns, Tropicana’s latest move comes as the brand adapts to changing consumer preferences. With a shift towards healthier beverage options and decreased interest in traditional fruit juices due to sugar concerns, the company aims to align itself with the growing consumer desire for products free of artificial ingredients.
Neil Saunders, a retail analyst and managing director at GlobalData Retail, sees this marketing effort as Tropicana’s attempt to emphasize the natural qualities of its products amid market share challenges. In 2021, PepsiCo, Tropicana’s parent company, sold a controlling stake in the brand for $3.3 billion, focusing more on lower-calorie beverages like sodas and waters.
Despite being a prominent juice brand, Tropicana has faced market share losses to private label products and niche brands perceived as more natural. This unique marketing strategy could be the brand’s response to align itself with evolving consumer preferences in pursuit of authenticity and natural ingredients.
