Tropicana's New Packaging Includes Rain Forest Promotion


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Tropicana's New Carton

Tropicana's new package cares for the environment

Tropicana Pure Premium Orange Juice is one of my favorite things to drink, as most of my friends know.  I’m hoping that my mass consumption of it for most of my life has been a good health choice.  Naturally, any change in the formula, price or packaging is something I am going to notice, and a few weeks ago, Tropicana upgraded their cartons.

Included in the text about the new design was a TropicanaRainforest.com promotion, and a few weeks later, a very cute (and brilliant) orange-shaped and textured cap replaced the plain flat ones.  Every time you touch the thing, it reminds you that it started out as fruit (but was then pasteurized, eliminating most of the nutrients).

The promotion includes the site TropicanaRainforest.com, and the slogan on the carton “Rescue the Rainforest.” Each package has a special code that when entered on the above site “we will preserve 100 square feet of Rainforest.”  I already have five or six to enter when the site goes live.

The new package makes me thirstier than the previous ones, since the primary element of the design is now a big glass of juice, not an orange with a straw in it (to emphasize its health benefits and convenience) and definitely not a topless nymph in a grass skirt with an orange basket on her head (“Tropic-Ana”).  It gives you the feeling of picking up the glass when you grasp the carton and that seems to engage the mind in a more subtle and probably more powerful way too.

Tropicana Pure Premium c. 2006

Tropicana Pure Premium c. 2006

It’s the same idea as the straw in the orange, combining the idea of the ingredients and how you experience it.  How much do you think they spent to research the different designs?  Your brain feels like you are picking up a glass of juice in the supermarket and your body feels like you are touching an orange when you open it.  I think big brother wins again on this one (i.e., good job marketing people!).

I look forward to the web/registration part of the promotion and I am really excited to put these old cartons to some good use.  I challenge anyone on the web to drink as much Tropicana as me until this promotion ends on 12/31!

Thanks to Elliot C. Back for the picture of the previous package.  Seems like I’m not the first to blog about Tropicana’s designs.

15 comments to Tropicana's New Packaging Includes Rain Forest Promotion

  • Tropicanarainforest.com is a SCAM. In order to submit package information, it is necessary to “register” and “create an account”. To register, they want birthdate, address, and email as well as agreeing to pages of “terms and consitions” written in ununderstandable legalese. Why do they need this information to save the rainforest? The promation is just a scam to collect personal information for targeted advertising, spam, and junk mail.

    • admin

      i think you are partially correct. it occurred to me rather late in the process that this is an ingenious way to get everyone’s info, as you suggest. they could probably pin it down to what store you bought the juice in, how often you buy, etc. and correlated to your birthday, zip code, hat size and whatever else we may have told them or agreed to.

      but as mentioned, i can’t stop drinking the stuff, and as a marketing fan, it will be interesting to see where this goes. i will keep you posted and let you know if i get any weird mail, etc.

      thanks a lot for your comment!

  • The “Save the rain forest” effort from tropicana is not a scam. Please support the effort instead of doubting it just because the site is asking for your DOB and address. The DOB and the address might be for statistical purpose to see which age group and which geographical area of the country is contributing to the “Save the rain forest” effort. They may do more awareness campaigns based on the data.

    • admin

      you sound a bit biased, how can you be so sure what Tropicana/Pepsi is using our info for? i am participating and have saved 600 sq. feet so far. please tell us what your role in the promotion is, just for transparency’s sake.

  • I am not biased neither am I sure of how Tropicana is using our info…but neither are you…Jon Smyth sounds pretty sure though…when you everytime look at the world behind the black glasses, everything will look black…For me “Save the rain forest” is what really matters…I wouldn’t doubt anyone without an evidence…I have saved 900 Sql feet till date…My role is the same as any commoner…

  • Bob

    Where the heck is the promotion code on this thing i have like 5 finished cartons but i cant find the code. Please help.

  • Go to the website http://www.tropicanarainforest.com and create an account, if not created one already. After you log in, there would be 3 images of Tropicana package. Move your mouse pointer over the images and it will show where you could find the 11 digit codes. Hope this helps.

  • When I scanned through the legalese, I didn’t see any red flags for ~we reserve the right to use your information blah blah blah. One could always use a junk mail account if dubious.

  • Definitely the work of savvy marketers. But, hey, if all I gotta do is log in a string of numbers and Tropicana saves another 100 square feet of RF, then I’m in. If I find out that this is some type of scam, I’ll buy the store brand for the rest of my life.

    • admin

      i agree, very savvy marketers. i wonder what they will use the info for but i’m not scared. i’m more than happy to have this side benefit to my consumption of tropicana.

  • While i tended to rotate to whatever premium orange juice was on sale, I’m in on saving some rain forest, starting with today’s discovery of this program. 200 sq ft. so far.

  • Ken

    I was raized on Tropicana orange juice. It never lets me down. Always tastes great and I like the sturdy but delightfull containers. Keep up the good juice. Pasturization is a process that seems to be necessary. I think however, we need to save the Rain forrest at all cost. What good is juice if we don’t have a planet to drink it on?

  • i do not like the new packaging–why bother and spend money on changing a good thing–now looks like a generic brand and all the different varieties look the same. i like the saving the rainforest idea do not like having to “sign up” and give information.

  • I am shocked as I was typing I looked up and saw my exact feelings already online from some one who not only shared my opinions, but my name! I hope barb does not mind my quoting her:
    “i do not like the new packaging–why bother and spend money on changing a good thing–now looks like a generic brand and all the different varieties look the same.”