NEWS: Three shops battle for pounds 3m Tropicana fruit juice ads task

By KAREN YATES, campaignlive.co.uk, Friday, 24 November 1995 12:00AM

Tropicana, the world’s leading fruit juice, is talking to three London agencies about its pounds 3 million advertising spend in the UK, following the brand’s international resignation by Leo Burnett this summer.

Tropicana, the world’s leading fruit juice, is talking to three London

agencies about its pounds 3 million advertising spend in the UK,

following the brand’s international resignation by Leo Burnett this

summer.



Burnetts was forced to give up the business - worth pounds 10 million

globally - after winning a place on the Coca-Cola roster to handle the

fruit drink brand, Fruitopia.



In the US, the brand’s largest market, Tropicana responded by setting up

an agency review, and later stunned the industry by choosing Foote Cone

and Belding rather than one of the five shops rostered by its parent,

the Seagram Beverage Group.



But FCB’s appointment did not cover overseas markets, and Tropicana in

the UK is now talking to Simons Palmer Denton Clemmow and Johnson and

GGT, as well as FCB, about a possible tripling in its spend to pounds 3

million.



A Tropicana spokesman confirmed that a review was taking place, but

declined to give details.



This article was first published on campaignlive.co.uk

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