Tropicana Products

... orange juice, and I didn't have orange juice, but she-- It was bitty.

A bit bitty from Tropicana.

No, she doesn't buy the one with the bits in it.

She-

... got to Orlando.

It's the Tropicana oranges from that commercial-

Oh

...

I don't know.

Oh, they may not let you 'cause I-

I'd love to fly with a Tropicana orange if I could

... mm, they may not let you because sometimes when you're landing, they're, they, they ask you if you have fruit on you.

What was that orange juice commercial where the person would reach into the aisle, but they're reaching into the orchard?

Tropicana.

Was it Tropicana? Yeah, I'm pretty sure.

It's been a while.

I'm

pretty sure it was Tropicana.

They had many of them, different kinds.

Or was it Florida's Best? I don't know.

We'll see.

But who would you, I mean, the Trop, I would still like to see the Tropicana Field name potentially be part of it over there.

No?

So who owns Tropicana?

Tropicana? I mean, the juice company.

Yeah.

I could not tell you who actually owns it.

So it's an interesting concept.

What's, what's kind of on the horizon? Is there anything you can talk about or anything you're excited about in the coming year for Fig?

Well, we just dropped a new, uh, campaign for Tropicana, I don't know if you got a chance to see that, just last week, and it, it's a really fun one.

I think it's a, it's gonna disrupt the category.

Uh, it doesn't look and sound and feel like a orange juice ad.

Um, it's really different, and, and it just makes a lot of sense.

Amber and the team came up with a breakthrough strategy on it of that orange juice is actually how we use it for uplift, for energy, and we took that, the creatives took that, we wrote stories about it, but we placed it in the tropics.

So Tropicana and the tropics just makes so much sense.

But it just wasn't, it hasn't been done.

And some people bought Minute Maid instead of it.

And they didn't think that it was part of Tropicana.

And you can see the before and the after.

So from January 1st to February 22nd, the units dropped.

And then February 23, which was only six weeks later after launching the product, they decided to go revert back to their old design because they knew that this wasn't working.

And here's the thing.

The thing is, nothing was really wrong with Tropicana.

Tropicana was a category leader.

... and I do feel like there was a ruby red tangerine.

I mean, Tropicana ruby red, but then it was, it was, you know, dipping around all the, the, you know, the Sobeys and the Snapples and the-

Oh, sobe yourself.

[laughs] Man, Sobe- Sobe doesn't exist anymore, e- does it? That's too bad.

[upbeat music] The Florida citrus business has made billions crushing fruit and sending its juice all over the globe, juice that proudly proclaims its origins.

At the supermarket, cartons of Florida's natural OJ sit next to cartons of Tropicana that boast of being Florida squeezed.

Florida itself is home to orange pageants, orange festivals, orange parades, and the Orange Bowl.

[upbeat music] And every year since 1924, it's hosted the Florida Citrus Show.