Company: Tropicana/PepsiCo

Campaign: ‘The Juice'
PR Team: Internal, Ogilvy PR Worldwide

Launch: May 13

Budget: Undisclosed

 

Objective: Looking for a new way to listen to and engage consumers online, while also complementing the March launch of PepsiCo's new lower-calorie orange juice ‘Trop50,' the PR team developed an online community on BlogHer called ‘The Juice.' As a brand, Trop50 “wanted to create an experience for women that was valuable to people, not just market to people,” said John Bell, MD of Ogilvy's 360 digital influence ...