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Tropicana boosts sales after educating consumers on the heart benefits of potassium in orange juice.
An orange juice market leader, Tropicana wanted to educate health-conscious consumers 25-plus and those at risk for high blood pressure (HBP) or stroke on the health benefits of the potassium in orange juice. Initial research showed that 95% of adults were unaware of potassium’s role in controlling HBP or stroke and 94% did not know that orange juice was a good source of potassium. Ketchum’s challenge was helping Tropicana improve its market position after it secured FDA claim approval, before competitors could co-opt the claim for their own marketing. Further complicating matters, the claim’s release was embargoed by the FDA until a particularly busy media time when sweeps and election coverage were beginning.
Ketchum worked with advertising, brand marketing, retail promotions, and packaging to create an integrated communications campaign positioning Tropicana Pure Premium as the ideal source of potassium. Timing the announcements to catch the competition off-guard and maximize Tropicana’s opportunity to “own” the claim, Ketchum devised a media plan that prioritized key media targets – including The New York Times, USA Today and CNN – to receive the news on an embargoed or exclusive basis. Ketchum also created multiple news angles to reach a variety of influencers, including the business and financial community, the health and science community, and ethnic groups at highest risk of HBP or stroke.
The campaign quickly generated 895 million media impressions, with Tropicana being named in 62% of all headlines. “Tropicana health claim” was used in 80% of the coverage, unmistakably positioning Tropicana as the leader in the making the connection between orange juice and potassium, and reducing the risk of HBP or stroke. Tropicana sales increased 54.5% in the last four weeks of December 2000, bringing Q4 2000 sales up 22%, far exceeding the goals of 25% and 10% respectively.
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