Tropicana partners to introduce on-line community
May 21, 2009
by FoodBusinessNews.net Staff
CHICAGO — Tropicana Trop50 has partnered with BlogHer and iVillage to introduce "The Juice," an on-line community where women may share and exchange practical advice and tips on how to get more of what they want and less of what they don’t want. The community may be found at www.blogher.com/thejuice.
"Everyone is time-crunched these days, and we wanted to make it easy for women to share ideas and advice with each other so they can focus their time on more of what they want and less of what they don’t," said Andy Horrow, chief marketing officer at Tropicana. "Trop50 was born of that same spirit … the goodness of orange juice with 50% less calories and sugar and no artificial sweeteners. Trop50 is more of what you want and less of what you don’t."
"The Juice" has ongoing polls, webisodes and real-time discussions all driven by member conversation. To develop such a community, BlogHer and iVillage polled their communities on what topics are most important to members and found women are most interested in how to get more good things out of life, including keeping fit and eating well. The input was used to create a series for the new on-line community that includes the topics of functional fitness, eating healthy, doing more with less, mind and body, and relationships.
"With ‘The Juice,’ Tropicana is tapping into the vitality and enthusiasm of an existing on-line community of consumers who are eager to share their opinions and ideas with the brands that are willing to listen to them," said Jory Des Jardins, co-founder of BlogHer. "The combined strength of BlogHer and iVillage allowed us to develop a dynamic program for Tropicana’s Trop50 that delivers invaluable consumer feedback while truly focusing on the issues that are important to our community members."