Dive Brief:
- PepsiCo's Tropicana orange juice brand is extending its reach beyond consumers' breakfast glasses and into inspirational content through a partnership with APlus.com, according to a news release.
- A Plus, a "positive journalism" site co-founded by actor and investor Ashton Kutcher, aims to help consumers start the day with optimism via the site's first custom-built morning-specific section, "Morning Spark."
- Tropicana's sponsored morning segment will feature "native video and editorial content on the site's digital, social and mobile-first platforms that reach millions of people worldwide," according to the news release.
Dive Insight:
With this content-focused partnership, Tropicana is finding another way to be an essential part of consumers' morning and breakfast routines. Aligning the brand with "positive journalism," particularly in a time of nationwide tension, could be a wise move for PepsiCo as it attempts to combat sagging juice sales.
The campaign is the latest example of how marketers are trying to embrace a more positive digital messaging strategy to counter some of the negativity making its way around the internet. Macy's recent holiday campaign The Santa Project asks consumers to spread positive messages around the importance of believing in Santa Claus. Making an emotional connection may be more critical and challenging than ever in the aftermath of the recent presidential election given how consumers are retreating to opposing corners on so many topics.
As a brand, Tropicana has taken a hit in recent years from the plethora of new cold-pressed juices to hit the market, including a line from fellow PepsiCo juice brand Naked. Tropicana has worked to stay on trend by debuting a non-GMO label for several varieties and introducing new line Tropicana Essentials Probiotics.
But despite these efforts, the orange juice category as a whole has declined along with other traditionally sugary beverages like soda. Orange juice sales declined 13% in the past four years, according to Nielsen data.
Morning Spark will run every day from 7 a.m. to 12 p.m. for six weeks, alongside distribution across all digital and social platforms.