Marketing Currents - Business and Marketing Current Events

Tropicana Created a Toothpaste That Doesn’t Make Orange Juice Taste Horrible


There’s something about mint toothpaste and orange juice that doesn’t mix. It’s sodium lauryl sulfate (SLS), an ingredient that helps clean teeth but makes orange juice taste like you’ve done something worth apologizing for. The epitome of leaving a bad taste in your mouth.

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Discussion Questions:

  1. What is product development?
  2. What factors must companies consider when developing products?
  3. What is market research?
  4. Why is market research important to product development?
  5. What type of market research did Tropicana consider when developing the new toothpaste?
  6. What is product differentiation?
  7. How is Tropicana differentiating its toothpaste product from competitors?
  8. Why is marketing important for Tropicana as they launch the new toothpaste product?
  9. What do you think Tropicana hopes to accomplish with the launch of a toothpaste product?
  10. Why do you think this product is only being offered for a limited time? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.