Pepsi-owned orange juice brand Tropicana has launched a new online community to support its Trop50 brand, in a move to connect with women who engage with social media every week. The content is set up as a digital kitchen table and is designed to give viewers information about eating well and staying fit. The social network, named “The Juice,” will run on women-focused online communities Blogher.com and iVillage. It will include webisodes, real-time discussions and user polls. Users must join Blogher to contribute content, but content can be viewed by anyone online. The aim is to help women communicate about healthy eating habits while engaging with the brand.
