Tropicana Launches Bold Campaign to Emphasize the All-Natural and Healthy Benefits...

Tropicana Launches Bold Campaign to Emphasize the All-Natural and Healthy
Benefits of America's Iconic 100% Pure Premium Orange Juice Brand

'Squeeze' Campaign Reinforces Category Leadership with New Branding, Packaging
and Historic Integrated Marketing Campaign

CHICAGO, Jan. 8 /PRNewswire/ -- Tropicana Products, Inc., a division of
PepsiCo, Inc. (NYSE: PEP), is launching a historic integrated marketing and
advertising campaign for its Tropicana Pure Premium Orange Juice, designed to
reinforce the brand and product attributes, rejuvenate the category and help
consumers re-discover the health benefits they get from drinking America's
iconic orange juice brand. For the first time, Tropicana Pure Premium Orange
Juice will be branded 100% Orange, which will be featured as a bold, new
graphic on all packaging to remind shoppers and consumers alike that Tropicana
Pure Premium is squeezed from fresh oranges, has no added sugar or
preservatives and is the pure and natural choice for their families. In
addition to the new branding, a proprietary fresh cap, designed to look like
an orange is squeezed into every carton, will be another visual signal of the
brand's natural, health benefits.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090108/NY56826-a )
(Photo: http://www.newscom.com/cgi-bin/prnh/20090108/NY56826-b )

"It's time to remind consumers that Tropicana Pure Premium is pure, natural
and squeezed from fresh oranges," said Peter Arnell, renowned brand expert and
architect of Tropicana's multi-faceted marketing and advertising campaign. "In
order to reinforce this message, we focused on the health benefits of the
juice but showed it in a more emotional way than ever before in this category.
We want to remind consumers how it should feel to drink this juice every
morning."

To complement the new branding and packaging, the bold advertising campaign,
entitled "Squeeze -- It's a Natural," seeks to establish an emotional
connection between consumers and orange juice by reminding them of the
positive ritual associated with starting each morning with Tropicana Pure
Premium Orange Juice.

"Tropicana is looking forward to helping people re-discover the functional and
emotional 'squeeze' they get from drinking an 8-ounce glass of Tropicana Pure
Premium Orange Juice every morning," said Neil Campbell, President of
Tropicana. "Our consumers trust the Tropicana brand to bring them a healthy
all-natural, great-tasting product and we're confident the new marketing
campaign and new packaging will really get their juices going."

New Look
Reinforcing the "squeeze" concept, the brand's new packaging features
proprietary technology to create a new orange cap, shaped like a half-orange,
that reminds consumers -- as they "squeeze and twist" to open and serve -- of
the goodness Tropicana squeezes from fresh oranges into each and every carton.
The new packaging design is sleek and simple, focusing on the quality of the
contents and the health benefits of orange juice. The main image is a glass
filled with orange juice - emblematic of the 8 oz. nutrition package Tropicana
provides - communicating the nutritional value, trust and taste people expect
from the Tropicana brand in a very contemporary and arresting design scheme.

Campaign Details
Tropicana's multifaceted national "Squeeze" campaign will launch with print
and outdoor components on January 7 in eight key markets around the country,
starting with New York and Chicago, along with Los Angeles, Boston, Washington
DC, San Francisco, Miami, Philadelphia and Atlanta. The print and outdoor
components, launching in New York and Chicago on January 7 and rolling out
regionally the week of January 12, will feature diverse images of hugs -- or
squeezes -- between families and couples. A robust digital campaign will also
launch at the same time.

Nutrition
While the packaging has changed, the product has not. Each 8-ounce glass of
Tropicana Pure Premium Orange Juice provides two servings of fruit, a full day
supply of vitamin C and is a good source of potassium. Squeezed from fresh
oranges, Tropicana is pure, natural fruit juice with no added sugar.

Coming Soon: Innovative New Product
Tropicana will soon introduce a new product: Trop50, a light orange juice
beverage with 50% less sugar and calories, using PureVia(TM) an all-natural,
zero-calorie sweetener. Scheduled to hit stores in March 2009, Trop50 is a
breakthrough for the category, providing the great taste and nutrition that
consumers have grown to expect from Tropicana, but with half the sugar and
calories.

About Tropicana Products, Inc.
Tropicana Products, Inc., a division of PepsiCo, Inc., is the leading producer
and marketer of branded fruit juices. Tropicana markets its products in the
U.S. under a variety of brand names, including the Tropicana
not-from-concentrate line of juices: Dole(R) juices and juice blends;
Tropicana Pure 100 percent Juice Blends; Tropicana(R) Juices and Pure
Tropics(R) juices and Tropicana Twister(R) juice beverages. The Dole brand
name is licensed from Dole Food Company, Inc. For more information about
Tropicana, visit Tropicana.com.

About PepsiCo
PepsiCo (NYSE: PEP) is one of the world's largest food and beverage companies,
with 2007 annual revenues of more than $39 billion. The Company employs
approximately 185,000 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. As a member of the Dow Jones Sustainability World
Index (DJSI World) and the Dow Jones Sustainability North America Index (DJSI
North America), PepsiCo is a recognized leader in sustainability. For more
information, please visit www.pepsico.com.

About Arnell
Arnell is a world-renowned design and brand creation firm specializing in
product innovation and experiential design from first concept to market
solution. Areas of expertise are experiential design, product and brand
innovation, industrial design, graphic design, packaging design, advertising,
new media integration and retail presence. Arnell founder Peter Arnell formed
Arnell Innovation Lab in 1999 to place invention and innovation on the
forefront in a collaborative laboratory for corporations interested in design
for next generation products and experiences. Arnell has created
communications, brands and products for companies including PepsiCo,
Tropicana, SoBe, Samsung, Chrysler, DKNY, Reebok, The Home Depot, Unilever,
Pfizer, Banana Republic, Bank of America, Jose Cuervo and Mars. Arnell has
received numerous awards and recognition for its innovation design. Arnell is
a wholly owned subsidiary of Omnicom Group (NYSE: OMC).

SOURCE Tropicana Products, Inc.

Jeffrey Klein, jeff_klein@dkcnews.com, Kas Rigas, Kas_Rigas@dkcnews.com , or
Julie Horn, Juliet_horn@dkcnews.com, all of Dan Klores Communications for
Tropicana, +1-212-685-4300; Jamie Stein, Director, Communications, Tropicana,
+1-312-821-2017, jamie.stein@tropicana.com