Freebies are always appreciated, but even more so in a downturn. That’s why PepsiCo rolled out its new Juicy Rewards program for Tropicana, a move the company characterizes as the largest marketing investment for its orange juice brand. The program offers incentives through a points-based system for every purchase of qualifying Tropicana juice, according toTropicana chief marketing officer Andy Horrow. In an interview with Brandweek, Harrow discussed how Tropicana hopes to shake up the OJ category with the new rewards program.
