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Tampico Beverages says juice still hits a sweet spot for value consumers

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Mary Ellen Shoup

By Mary Ellen Shoup+

Last updated on 24-Mar-2017 at 11:09 GMT2017-03-24T11:09:55Z

Sugar content is less of concern for value-conscious consumers, Tampico Beverages says.
Sugar content is less of concern for value-conscious consumers, Tampico Beverages says.

While many health-conscious consumers are ditching fruit juice due to concerns over high sugar content, Tampico Beverages has still maintained its core consumer: value-conscious shoppers. 

Tampico juice drink concentrates are sold in North America, Central America, Europe, Asia, and Africa. In most of its international markets, the company has been able to grow faster than the overall juice category.

“Everyone is aware of it [sugar content], but when you pull open the cupboard you’re going to see a lot of the sugary products that they tell you they’re no longer buying,” Tampico Beverages VP of marketing, Marta R. Gerdes, told BeverageDaily.

“The value consumer is still consuming our product.”

Engaging with target audience

Tampico Beverages recently launched a campaign centered around Dream Works Animation’s upcoming movie release of “The Boss Baby” to better engage value shoppers, especially parents.

The “Raise a Boss” campaign encourages shoppers to purchase a multipack (6-pack or 24-pack) of Tampico Beverages, which is wrapped in a Boss Baby-themed packaging sleeve, and submit the receipt via text or email for a chance to win prizes including a $5,000 educational scholarship.

The promotion continues the beverage brand’s core business strategy of engaging young consumers in a playful way, but has shifted the focus to mothers shopping for their young children by offering an educational prize, Gerdes explained.

The chance to win a scholarship fits into the theme of “raising a boss” because education is a way to guarantee success, she said, something the company believes will resonate well with mothers.

Juice still a staple for value consumers

When asked how heightened awareness among consumers about sugar content in beverages, Gerdes said mothers are more likely to drop soda from their shopping lists than juice.

“We do gain the halo and the benefit that it’s only a 60-calorie product for the recommended 8-ounce serving,” Gerdes said.

In addition, price-conscious mothers are more likely to purchase products they know their children will enjoy, and juice falls into that shopping strategy.

“As a value mom, she cannot take a lot of risks,” Anna Bijon, marketing and innovation director for Tampico Beverages, said. “If she purchases something, she wants to make sure that her kids are going to like it and also feel good about it knowing it’s better than soda.”

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