Tropicana:

The Challenge:

PepsiCo faced a pivotal challenge as the landscape of functional health and beverages underwent a transformation. The task at hand was to credibly reposition Tropicana as a functional health brand. However, consumer perception of Tropicana was primarily that of a sugary juice brand. This strategic shift required a robust, enduring strategy to go beyond vitamins and deliver substantial functionality.

We knew the challenge lay in identifying key health pillars and benefit areas that would resonate across Tropicana’s international markets, both now and in the future. We led an iterative innovation process that aimed to expand Tropicana Essentials’ category footprint, establishing a five-year vision that built credibility and generated new revenue streams across key markets such as France, the UK, USA, Russia, and India.

The Approach:

At Butterfly, we believe in anchoring innovation in a deep understanding of what truly matters to consumers.  We also know that, to achieve impactful innovation, there are times to Think and then there are times to Do.

We used our Feel, Think, Do approach with Tropicana, first to define the “Where to Play” and then “How to Win.” Our approach combined empathetic consumer understanding with solution-oriented strategies.

We employed sprint methodologies and worked closely with a cross-functional PepsiCo team to create a long-term pipeline of benefit and format innovations. This pipeline aimed to drive revenue growth through penetration and premiumization in key global markets, such as France, the UK, USA, Russia, and India.

The Impact:

We changed Tropicana’s perspective from being a business that made Fresh Juice to being in the Functional Wellness business that meets the future needs of people.

The innovation pipeline we delivered allowed Tropicana to expand into growing categories while meeting consumer demands. This transformation led to the launch of Tropicana Whole Fruit and Tropicana Essentials Energise across Europe, significantly broadening Tropicana Essentials’ portfolio and increasing its presence in the functional drinks category The impact was not only seen in expanding the brand’s footprint but also in creating products that catered to evolving consumer preferences.