Tropicana is kicking off a series of new adverts in a £2m summer season campaign.
Breaking this month, the new creatives will be used across national press titles until July, with a second burst planned in September and October.
The ads take the brand "back to basics", said the company, by focusing on its 100% natural juice credentials.
Concentrating on orange, six visuals depict cartons of Tropicana as a real orange, with images showing packs being squeezed, peeled and in an orange bag.
Channel marketing controller Christian Jones said: "The new creatives take the consumer to the very core of the product. Each execution is designed to capture the premium nature of Tropicana in an original way."