Tropicana was outspending Minute Maid. Higher awareness and sales of Tropicana were leaving Minute Maid in the dust. There was a need to advise consumers that Minute Maid had superior taste.
Full page newspaper ads boldly featured the unique benefits of Minute Maid. The theme summed it up: “Now you know best.” 30 sec.TV spots were added. Minute maid regained its leadership position in one year.