In the UK Tropicana is running an on-pack loyalty promotion in association with British Airways, Classic FM and The Sunday Times. In August the juice brand will start giving away a BA Club Europe weekend break for two, to one of 31 different European countries. Consumers can already sign up for a chance to win visiting the Tropicana Breakfast Club site.
A huge advertising campaign will support the competition (£12.3 million is the investment in branding for 2005). The Tropicana's marketing ideas, as explained by the PepsiCo Trade Marketing Manager Nicky Seal, are to engage Tropicana's drinkers, drive brand awareness and reinforce the juice number one positioning on the UK market.