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.