As Consumers Try to Cut Back, Tropicana Promotes Quality and Value

New York Times, January 8, 2009 — HOW much does Tropicana want to become America’s main squeeze? Enough to undertake a major makeover of its advertising, marketing and packaging, centered on “squeeze” as a noun as well as a verb.

The campaign carries the typographically challenging theme “squeeze it’s a natural,” which is intended to evoke the way oranges are turned into Tropicana along with the warm way in which the company wants consumers to embrace the brand.