Tropicana teas set to head to college

Spearheaded by its new fruit-teas, Tropicana Products will take to the nation’s college campuses this fall to win mind-share for its ready-to-drink lines.
The teas were rolled out this spring with limited marketing support funding. The sampling and advertising programs will be the major channel to developing involvement among the 18- to 24-year-old consumers thought to be driving category growth. The campaign will take place on some 40 college campuses, from Harvard to U.C.L.A.
“Everywhere the students turn they’ll see us, for three months,” said Larry Taman, Tropicana’s product manager for new products.