Tropicana Products, a division of PepsiCo, has launched a marketing and advertising campaign for its Tropicana Pure Premium orange juice brand in the US.

The juice will be branded '100% orange' under the campaign, which will feature on all packaging. In addition, a new cap, designed to look like "an orange is squeezed into every carton", will be introduced, the company said yesterday (8 January).

PepsiCo hopes that the new campaign, named 'Squeeze', will emphasise Tropicana's premium credentials, and so help it to stave off competition from own-label juices. 

The campaign launched with a print and outdoor campaign this week in eight markets including New York, Chicago, Los Angeles, Boston, Washington DC, San Francisco, Miami, Philadelphia and Atlanta.

In March, Tropicana is to launch Trop50, a 'light' orange juice beverage with '50% less sugar and calories', using PureVia, PepsiCo's zero-calorie, stevia derived sweetener.