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Tropicana is one of PepsiCo Beverages Canada’s most successful brands and has maintained its premium position against other national and store brands. A key pillar of Tropicana’s success is its ability to leverage its brand equity in the juice category, which provides an opportunity to capitalize on a wider range of offerings. Tropicana new brand platform was to leverage Tropicana brand with the array of new juice flavours. The challenge was to communicate this new offering to consumers that emphasized the fruit flavours. The redesign was a huge success as both retailers and consumers received the changes with great enthusiasm. It also was selected to featured on the Dieline to feature under the beverages category.