Tropicana Launches ‘Juicy Rewards’ Loyalty Program
By Jason Hornik | Senior Director, Product Marketing
Tropicana is the latest CPG brand to launch a loyalty program with the objective of adding value and building direct relationships with their consumers. The program offers incentives through a points-based system for purchases and touts 20,000 reward options from partner brands such as adidas, Harrah’s, Coleman, and TaylorMade.
The loyalty program represents one of the largest marketing investments ever by PepsiCo in the Tropicana brand. Points are awarded by entering under-the-cap codes at the Juicy Rewards Web site:
http://juicyrewards.tropicana.com
Marketing for the launch involves TV spots, product packaging, print and digital executions, as well as social marketing through blogs. Andy Horrow, Tropicana Chief Marketing Officer had this to say about the program:
“I don’t like to think of it as a marketing campaign, but as a platform that supports everything we’re doing. It’s a great way for us to get our customers engaged and our retailers excited.”
This is a bold initiative for the Tropicana brand and they had 10,000 consumers registered in the 3 days prior to the actual launch of their marketing push. We will definitely keep an eye on this program and report back on any roll-out results.
March 31st, 2011 at 9:47 pm
“I don’t like to think of it as a marketing campaign” – are you kidding? This is a 100% marketing campaign. Why would customers want to “engage” with the product. Its juice. You drink it and forget about it. I think that big brands are getting sucked into mainstream ideas that force them to adopt marketing ploys that obviously won;t work fro their particular product. You cannot market a fruit juice the way you would market a new car.
- Adam
April 7th, 2011 at 10:06 pm
Tropicana is one of my favorites. I bet they have a lot of loyal consumers. It must not be easy for them to pick their top candidate for the award.