Tropicana, the nation's favourite juice brand, and Channel 4 are today announcing a new advertising partnership in a deal planned and brokered through OMD and Channel 4 Strategic Sales. The deal, which is the first of its kind, will include exclusive adverts for Tropicana Pure Premium, a branded microsite and activity around Channel 4's Taste Festivals.
The commercial will premiere on Channel 4 on Tuesday 3rd March. The 30 second spot-ad incorporates an exclusive c4.com/food logo which will be seen for the first time. Targeting ABC1 food lovers, the advert will drive viewers to a bespoke microsite, www.channel4.com/tropicana, for the opportunity to win VIP tickets to Channel 4's Taste Festivals in London and Edinburgh. Both events, as part of the partnership, will open an hour early exclusively for prize winners who will also have the opportunity to attend a Breakfast Masterclass hosted by one of Channel 4's well-known celebrity chefs.
In addition to the opportunity to win prizes, the Tropicana micro-site will also feature a wealth of content for food lovers. This includes an interactive map featuring the best places to have breakfast in 6 top cities across the UK. The online offering will also include the first ever clips content lounge. The clips will be theme related and updated in phases. In keeping with the Tropicana positioning, the first phase will be 'breakfast' themed and will include a range of entertainment and food programming clips including Jamie Oliver and Gordon Ramsay.
The 30-second advert will be broadcast during food programming on Channel 4 and also on More4 for the next 6 months.
Jenni Dill, Marketing Director, Tropicana, said:
"This is a natural fit for us. Tropicana Pure Premium is loved by foodies because of its great quality and amazing taste. We are really excited about working closely with Channel 4 who have built a reputation for being the home of great food programming. This is our biggest ever TV deal, and represents a significant step in the brand's continued growth.
Danny Peace; Strategic Sales Manager, at Channel 4, said:
"We are always keen to find new ways of innovating during the commercial break and our partnership with Tropicana has resulted in a really smart new ad. Channel 4 has a reputation as one of the leading broadcasters of food programming. This is an exciting new campaign and we believe the micro site combined with the chance of free tickets to the Taste Festivals will prove to be a compelling experience for Tropicana's consumers."
-ENDS-
For further information: PepsiCo Press Office: 020 3003 6362
Notes to Editors:
1. Tropicana is the UK's leading juice brand with a 32.4% share of the total UK market, and the 4th largest soft drinks maker (Nielsen, w/e 24.01.09).
2. Channel4.com/food is the UK's most popular food website.
3. As part of the deal, there will be a Tropicana hospitality enclosure at 2009's Taste Festivals, which take place in London, Edinburgh, Bath, Leeds and Birmingham throughout June and July.
4. Tropicana Pure Premium recently introduced four new flavours to its range - Pineapple; Passionfruit, Pear & Apple; Mango, Peach & Papaya; Pineapple & Passionfruit. New single serve flavours are available in Passionfruit, Pear & Apple (330ml) & Mango, Peach & Papaya (330ml).
5. Tropicana recently added to its range with the launch of Tropicana Gold Label. The new range features four deluxe flavours, Alphonso Mango, Pineapple & A Hint of Lime, Valencia Orange & Crushed Raspberry, Sanguinello Sicilian Blood Orange, and Handpicked Raspberry, Wild Rosehip & Elderberry.
6. The deal comes ahead of a loyalty programme that will feature on-pack, to be launched in April, giving consumers the opportunity to dine out at a number of restaurants for £10. There will also be a number of other great offers and experiences for food lovers available by registering with Tropicana online.
About PepsiCoAbout PepsiCoPepsiCo is one of the world's largest food and beverage companies, with 2008 annual revenues of more than $43 billion. The company employs approximately 198,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1 billion or more each in annual retail sales. PepsiCo's commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company's impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. PepsiCo is listed on the Dow Jones Sustainability North America Index and the Dow Jones Sustainability World Index. For more information, please visit www.pepsico.com.
