Tropicana Squeezes Out Fresh Design with a Peel

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The idea: To generate attention for the leading refrigerated orange juice brand, Tropicana decided to take a blank gable top carton and start over. “It was about refreshing and modernizing,” said Tropicana president Neil Campbell. “The entire orange juice category has been in decline for some time. We wanted to create an emotional attachment by ‘heroing’ the juice and trumpeting the natural fruit goodness.”

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