PepsiCo
Tropicana tone of voice and pack copy
Tone of voice development and pack copy for PepsiCo’s new range of Tropicana fruit juices.
The brief was to reflect Tropicana’s premium positioning while clearly distinguishing the new premium line, Tropicana Gold, from the core Tropicana range.
The brief was to reflect Tropicana’s premium positioning while clearly distinguishing the new premium line, Tropicana Gold, from the core Tropicana range.
The work involved deep immersion in the brand — from its growing and harvesting process to its world-class blending expertise, including tasting sessions to understand the flavours and aromas of the products.
I developed the tone of voice and packaging language to capture the brand’s passion for quality and excellence, aligned with its core theme, Nature Nurtured.
I also created a series of character profiles for the children’s range, Tropicana Go, designed for use in a playful online animation.
Agency: Landor
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