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Tropicana has launched its second campaign under its ‘It’s THAT juice’ platform.

The £3.5m ‘Not all oranges are the same’ campaign comprises of out-of-home campaigns including build sites, buses, social, PR and shopper.

The juice brand said that the campaign emphasises that fact that it picks “only the best 4 varieties of orange out of over 60 for the best taste.”

It hopes to show consumers that not all juices are the same, because not all oranges are the same. 

Elizabeth Ashdown marketing director at Tropicana Brands Group said: “The launch of this campaign marks another exciting moment for the brand, helping us express our confidence as category market leaders. The juice category has commoditised in recent years, with shoppers seeing all juices as the same.  Tropicana has over 75 years of fruit expertise and heritage, and is aiming to elevate consumers’ perceptions of the brand, shifting the narrative from ‘juice is juice’ to Tropicana is THAT Juice.”