Tropicana Launches Grovestand Brand

CHICAGO – Tropicana Inc., Bradenton, Fla., in June will debut Tropicana Pure Premium Grovestand Orange Juice with a $13-million launch that includes national advertising, a national free-standing-insert program and checkout coupons. Tropicana will also do extensive sampling. The campaign, which breaks June 14, was created by Leo Burnett Co. here. Tropicana director of marketing John Bauer said Grovestand is the first ready-to-serve juice to match the taste and consistency of fresh-squeezed juice.
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