How Will The RPI Inflation Change Impact You? I don’t associate fresh orange juice with hugs and squeezing my family “We wanted to take the orange and put it somewhere. Do you have any information about? This will ensure consumers accept the change in a positive manner! 4. Unfortunately for Tropicana, their new packaging and branding design was a major flop and was completely rejected by their customers. 10th November 2020. The original one was horizontal followed by the product name “Pure Premium”, while the new logo is vertical with a simpler and more modern font. Then appeared a series of confusions in consumers’ minds who lost their main reference elements to recognize the product. The changes need to be done progressively to ensure the consumer will still recognize the brand. Your opinion about the packaging designs and posters is very interesting. Tropicana - New Packaging - Complaint: Brooklyn1: 10/1/11 8:16 AM: Lindsay, I attempeted to contact Tropicana by telephone for several days but each time there's a message saying they are having a company meeting Tropicana, a PepsiCo brand, well known for selling fruit juice mainly in North America, underwent a complete overhaul of it's packaging and branding for its best-selling orange juice back in in 2009. Those caps will be used, Mr. Campbell said, for cartons of Trop 50, a variety of Tropicana with less sugar and calories that is to be introduced soon. It is very important to consider the role of packaging design in branding, and its link with merchandising. The design is available now across the brand’s 950ml, 1.4-litre, and 1.6-litre bottles, in Smooth Orange, Original Orange, Orange Extra Juicy Bits, and Pressed Apple flavours. Tropicana’s seasonal on-pack design is rolling out in-store this month across 950ml, 1.4l and 1.6l formats. 1-800 ORANGE JUICE. As for the posters, I don’t associate juice with hugs. One aspect of the new Tropicana packaging is being salvaged: plastic caps for the cartons shaped and colored like oranges. Tropicana was a dumb change. 7. What was fascinating was that we had never shown the product called the juice.”. The idea is creative and interesting, as we can see that the cap really has the shape and texture of half an orange that you can squeeze to obtain a fresh orange juice. The white carton lacks a defined contour and “hides” on the shelf. Beware the Smartest One In The Room, folks. First of all let’s summarize the facts to better understand the reasons for this packaging failure. Not only was the “rebranding” a less than stellar attempt to “modernize” – the BIGGER issue is why ANYONE would spend $35 MILLION to do so. Tropicana’s consumers didn’t recognize or like the new product design, and therefore decided not to purchase it. The juice is yellow. Of course, this only applies for successful brands such as Tropicana. However, there are some communication codes to each domain that need to be respected. It prevents the nitrates from turning into carcinogenic nitrosomines. New look to a traditional brand, a story for retail. I remember being annoyed that now I had to compare and study everything on the packaging to try to see if it was even the same orange juice. Through advertising, companies have more time and support to communicate emotions and new values. That’s asking for trouble. Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. Yes, it was also about recognizing the brand but, let’s say the brand started with a generic glass of OJ. Then, it was faced with a new equity, that was built through years of television spots, of a straw in an orange. That wasn’t something that came out in the research. Sales fell by 20% within two months. Take a look at Starbucks redesign of Tazo Tea and rethink your advice that only weak brands execute revolutionary redesigns. Hello Alex! If your brand and product are not doing well, a total rebrand can be a good solution to save the product on the market. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. According to Neil Campbell, president of Tropicana North America, “We underestimated the deep emotional bond” their most loyal customers have with the brand. Your email address will not be published. PepsiCo Launches Reusable Packaging Pilot for Tropicana Orange Juice and Quaker Cruesli in Paris. Even that can be sort with a kick-ass marketing campaign. Both the packaging design and the advertising campaign were created by the same agency; Arnell. First, I did not get any lead about using consumer research to test the effects of such a change, before committing to it. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Packaging is the last communication element brands have with consumers on the purchasing decision process. Thanks to you for guidance an amazing way. The Tropicana redesign illustrated the considerable power of packaging. The agency decided then to take the orange and move it to the lid of the bottle. And orange with straw replaced by glass. Tropicana is a very famous brand that sells fruit juice worldwide. Their new packaging is much cleaner and un-descript when compared to the previous design. It is important to always consider this before making changes to packaging designs. An apparently small but vocal group decried the new packaging. Tropicana Rolls Out New Festive Packaging. When Tropicana tried to change things up, customers revolted, and they lost a fifth of their sales in a matter of weeks. Young and Ciummo stated in their article that packaging redesigns often come with a small decrease in sales, but this tends to be temporary and has never been as severe as the 20% decrease experienced by Tropicana. – Online: CBS News, NY Times, NY Times (2) A few days later, consumers started criticizing the new design, especially on social networks. To promote the development on the packaging front, they have also launched a new campaign, Hawabaazi Gone, Asli On. The redesign broke the customer’s recognition of a familiar consumer packaged goods brand at the point of purchase. 1. confusion – couldn’t recognize the brand that I had always trusted Holding 89 ounces of juice, the extrusion blow molded handleware bottle is easy to pour, easy to open with a new flip-top cap—and fully … In the case of Tropicana, the packaging codes weren’t, and this caused the failure of the new design. Unfortunately, so many Pepsi folks still hold onto the scars of this experience and resist change to a fault. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it allows us to learn from past mistakes. Shame on Arnell and the brand owners for missing that. 1. I think a lot of your recommendations are far too general. As mentioned, the vertical type and absence of heritage brand identification was a significant branding error. Solution In order for the cartons to stand out, it was important for Shikatani Lacroix to identify specific brand attributes that would quickly connect with consumers. Unlike packaging design from scratch, repackaging is to walking a fine line: how to appeal to new consumer groups while retaining the old ones! The focus on “100% Orange” instead of “Pure Premium”. “Historically, we always show the outside of the orange. I agree the brand copy, visuals are not related to rebranded packaging. 4. References: After redesigning their packaging in 2009, sales for their premium orange juice dropped 19%.This drop in sales can partly be attributed to the change of colors and effects resulting in less bright and shiny packaging which doesn’t stand out as much on the shelf. Thanks for sharing! More… UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. “. The new designs had to stand out from other Tropicana lines but still align with the entire Tropicana portfolio. Caroline Wilding, Marketing Manager Tropicana UK, commented: “This year, we have seen shoppers turn to brands they love and trust. They should have tested the new packaging and advertising with current customers and customers from the competition. I like a lot of pulp in my oj and it seems like it is getting harder to find that on the shelves 2. There’s a reason for that. Tropicana invested 35 million dollars in an advertising campaign that promoted the new packaging for the fruit juice brand. The New York Times says that “loyal” Tropicana customers are up in arms about the new packaging, calling it “ugly,” “generic” and claiming that it looks like a store brand. It really depends on the case, and on the brand. However, I believe that, both from an individual and company-standpoint, we can learn several lessons from Tropicana’s strategic mistake: Consumers have an emotional connection with brands they purchase and can feel betrayed and disappointed if they suddenly can no longer identify with new brand elements of the packaging design. Much has been written about Tropicana these last couple of months since they first introduced the new packaging. Its design and content are essential to the brand because it will influence the consumer’s decision at the last minute. On January 8th 2009, Tropicana launched the new packaging for its best-selling product in North America – Tropicana Pure Premium, with sales revenues reaching more than 700 million dollars per year. Fruit juice brand Tropicana has kicked off the Christmas season with the roll-out of a new festive pack design across its core range. They don’t come much better. That decision alone should have been an indicator that those in charge were clueless. 3. it is really hard to read type that runs vertical (I have even had ads rejected for that from publications in the past) The website reports on the importance of branding within marketing strategies and how it empowers organizations and shapes consumer behavior around the world. It impedes the ability to greatly elevate their brands. Tropicana released a new advertising campaign along with its packaging strategy. It is a more flexible communication support over time. – Marketing Journal: Young Scott y Ciummo Vicenzo. Consumers were confused by this new look that made the brand seem to be cheap, as Tropicana had always been perceived as a premium brand. On February 23rd 2009, Tropicana announced that it would return to its original packaging design, and within a few months, the old packaging was back for good on all supermarket shelves. Would the brand owners then say, “no, too much of a change”? Vitamin C helps support a healthy immune system – and 100% of your daily vitamin C is in every glass. What I love is Tropicana juice. Those posters just make me go WTF?? REDESIGN:Text labeling of the juice type along the top and across the front is inconsistent – one is reversed and one positive – and the thin colored stripe is far less noticeable requiring a greater investment of time and concentration on the part of the shopper. Very insightful article! ORIGINAL:Text labeling appears along the top sealed edge and across the front, all knocked out of a large, tactfully positioned block of color indicating the type of juice. Tropicana Pure Premium, the juice brand with sales revenues totaling more than 700 million dollars per year, was relaunched as a more modern version of the famous brand. Grocery News, Tools and Training for Key Account Managers (KAMs) working for FMCG manufacturers. Very interesting! Caroline Wilding, Marketing Manager Tropicana UK, commented: “This year, we have seen shoppers turn to brands they love and trust. Brand Packaging (August 2009). The mission of advertising is to inform and communicate sensations that will last in the long-term. Pepsico has unveiled a new packaging for its Tropicana juice brand, as well as the addition of two new flavours to its on-the-go range, following research which found that nearly half of all juice is consumed after 10AM. Big brands should indeed take some risks, I totally agree with you – especially with packaging, which is a very powerful tool. Reassessing Power-Play Dynamics in Supplier-Retailer Relationships, Suppliers Concerned About Lack Of Collaboration And Engagement From Retailers, Pets At Home Sells Five Specialist Referral Centres For £100m. Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. Product variations are easily distinguished at a glance. In fact, the new packaging released by Tropicana this year had a sour effect on customers. My initial response to the packaging was: […] Those consumers are very important to us, so we responded.” explained Mr. Campbell, president at Tropicana North America in Chicago. There was also no designation like pulp or pulp free product which makes consumers difficult to choose the right product. Very interesting case! Another important difference between the two packs is the new logo design. Conversely I don’t like the imagery of cutting my loved ones in half and squeezing the life out of them for breakfast. In fact, we’ve seen many cases (Herbal Essences comes to mind) in which significant packaging changes have driven sales. These include: To finish, and because the packaging had a more simple design than the original one, most consumers described it as “ugly”, and explained it seemed to be from a low-range supermarket brand. One critical issue we need to take into consideration is when you assume your target market is evolving or growing so you need to grow with them without backing this assumption with research. Our culture moves very quickly these days and progressive consumers reward brands that make smart changes. Tropicana unveiled new packaging in January in the US. “Managing risk in a package redesign: what can we learn from Tropicana? Informative post. Tropicana’s two new high-speed packaging lines meant big changes for two operating facilities. Cheers ! Very interesting insights. The New York Times says that “loyal” Tropicana customers are up in arms about the new packaging, calling it “ugly,” “generic” and claiming that it looks like a store brand. Tropicana’s limited period Christmas packs will once again give shoppers that festive feel-good factor this winter.”. Last month I wrote about the packaging makeover of Tropicana Fruit Juice.Well after a backlash from loyal customers, last week they decided to switch back to their original packaging. Through packaging design, companies need to communicate in a more direct, clear and identifiable manner, as the consumer is about to make its final purchase decision. Unfortunately, the new package design was immediately and flatly rejected by both customers and brand critics alike—costing Tropicana an additional $33M in lost sales revenue and breeding ill will across the internet. Save my name, email, and website in this browser for the next time I comment. Keep it up. 2. the packaging looked generic and the oj itself looks like “canned” oj – no fiber so I grew suspicious that the product has been “reformulated” to save the company money One aspect of the new Tropicana packaging is being salvaged: plastic caps for the cartons, also designed by Arnell, that are shaped and colored like oranges. “…What was fascinating was that we had never shown the product called the juice.”. Delicious! “We thought it would be important to take this brand and bring it or evolve it into a more current or modern state.” stated Peter Arnell, director of the creative agency Arnell in his speech explaining the strategy chosen for the Tropicana product. 6. Health is my motivation for drinking oj – good source of vitamin C, good fiber, and it neutralizes the bad effects of processed meats (bacon, ham, sausage) if you are eating that at breakfast. For me it is a bold move and the attention to details are much appreciated. Happy to hear your comments! Starting next month, Tropicana will bring back cartons with the familiar logo of a straw stuck into an orange. Some people described the new packaging as “ugly” or “stupid,” and said that it resembled “a generic bargain brand” or a “store brand.” And I hope you will write more! Who the heck cares? 5. Hi Marion, It;s very amazing Packaging ideas i really love it Thanks. I’ve worked with clients scarred by the Tropicana ordeal and they’ve taken away similar “don’t change too much” lessons. The logo size was also reduced to highlight the message: “100% Orange Pure and Natural”. Do not hesitate to share your views again on other articles of the site . Trop traded an asset for a (generic) liability. 3. I don’t feel anything wrong in it. It's considered a packaging redesign failure dubbed the "Tropicana Crisis". Branding is a complex subject and it is often difficult to predict the market’s reaction to a strategy change. Thank you for sharing such a helpful article. Consumers Reject New Tropicana Carton PepsiCo, reportedly bowing to consumer demand, is reversing a decision to change the packaging of Tropicana Pure Premium orange juice. Indeed, the packaging is the silent sales rep on the shelf, and we should not underestimate it’s power. Thank you for your comment Steven! So you get what you want and what you love. the major problem we are facing nowadays with marketers and the re-branding strategies that are not taking into consideration “the packing power” , the shape, the dimensions, the materials, the feeling that comes to a consumer once he recognize the product. Thank you for the nice and informative post. Advertising and packaging design are very different communication tools. I ended up not buying any orange juice for awhile. I’d like to call the attention to a few aspects. The main image is a glass filled with orange juice - emblematic of the 8 oz. Perhaps one of the most important changes is the fact that a big transparent glass full of orange juice replaced the orange and its straw. Anyway, that is what I learned from my college professor many years ago and so I have always followed that advice. My preference was hidden in small type; the cartons no longer differentiated on the shelves. While this was a distinctively negative example, it’s important to keep in mind that this same power does often work in a positive direction. Don’t you think this should a critical step to a methodical procedure intended to leverage brand value? During the festive season, chilled fruit juice category sales accelerate to +121% in comparison to the rest of the year and, as we now move towards Christmas, retailers have a great opportunity to capitalise on this demand. “Packaging is central to what we do, and right now we’re in a big, big packaging transformation.” That’s how vice president of marketing Memo Maquivar of PepsiCo’s Tropicana Products Division describes Tropicana’s carefully coordinated and lovingly executed move to clear PET containers for all four sizes of its Tropicana Pure Premium (TPP) brand. “We underestimated the deep emotional bond they had with the original packaging” […]“What we didn’t get was the passion this very loyal small group of consumers have. You could put it in the Branding Hall of Fame and retire the category. How Can Sustainable Sourcing For FMCG Reignite Customer Loyalty? Props to Debbie Millman for the original design! This was the packaging that … By continuing to use the website site you agree to our use of cookies. Time to reassess relative competitive appeal vs competing brands in the category that ‘stay the same’. Fruit juice brand Tropicana has launched a Christmas pack design across its range. The new Tropicana Pure Premium packaging (right) had been on the market less than two months before the company scrapped the redesign. “The whole idea of ‘squeeze,’ ” Mr. Campbell said, is to play up “the functional benefit” of orange juice in providing fruit for people’s daily diets “and the emotional connection people have with Tropicana.”. I’m currently learning marketing and this is a good read for me so thank you =) The fruit identifies the product. Required fields are marked *. A great example is the Herbal Essences’ packaging redesign after changing their target market. The launch of the new packaging was indeed such a failure that Tropicana had to drop it to come back to the original version of the packaging. In this case, many consumers didn’t recognize the product on supermarket shelves. This sounds useful if the design can also help enforce your brand so that it can be easily recognized. To find out more, visit the cookies section of our privacy policy here. it’s important to have memorable designs. Tropicana - New Packaging - Complaint Showing 1-49 of 49 messages. Tropicana’s New Packaging (2009) (Image Source) In the new packaging, the name Tropicana was at vertical read which makes extremely difficult for the consumer to read. I never underestimate the power of consumers, they feel connected with tropicana somehow. Tropicana launched the new packaging for its best-selling product in North America in January of 2009. The Tropicana case does prove that packaging makes a big difference in some way! However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. Orange juice is a literal commodity (any unit is essentially indistinguishable from any other unit). Fruit juice brand Tropicana has kicked off the Christmas season with the roll-out of a new festive pack design across its core range. The main message communicated in this campaign was “Squeeze, it’s a natural”. I love Tropicana. PepsiCo has replaced its white opaque jug with a new clear container for its multi-serve Tropicana Pure Premium orange juice. As an end-consumer I would love to sip a real tropicana. This message goes along with the new advertising campaign launched by the same time, and both the packaging and the ad include the statement “Squeeze, it’s a natural”. Consumers began criticizing the new design a few days later, particularly on social networks. It walked away from a brilliant visual metaphor of drinking right from the orange. “As shoppers look to their favourite food and drink items to enjoy over the festive period, we’re expecting a seasonal spike in ‘Not from Concentrate’ juice sales over the Christmas period. They’ll get you killed, every time. One of the biggest changes is the replacement of the classic orange which has become a symbol of Tropicana. The other point is that, although you mention an emotional bond, your precise analysis focuses on the perceptual and attentional processes that make packaging modernization so trick. Thank you for such a great article. Why the about face? . Creative agency Arnell was in charge… Thank you Claudia! In my opinion, the orange with a straw was a clear illustration of what consumers could expect. Two months later, sales dropped by 20%, and this spectacular decrease in sales represented a lost of 30 million dollars for Tropicana. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands. This is based on a case study by The Branding Journal. Ridiculous. The new design looked like the generic no-name OJ that’s created by mixing water with concentrate. It’s not the amount of change but, rather, the right change. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. The brand opted to trade in the traditional font and logo for a more modern and updated look. Interesting article about packaging design. Tropicana faced a barrage of angry letters, e-mail messages and telephone calls and clamoured en masse for a return to the product’s original look. In January 2009, Tropicana launched new packaging for their best-selling product that, within two months, led to a 20% sales drop equivalent to a loss of $30 million dollars. Tropicana is a very famous brand that sells fruit juice worldwide. If you want to redesign your product’s packaging, make sure you do not change everything at once. The new packaging design is sleek and simple, focusing on the quality of the contents and the health benefits of orange juice. Perhaps the problem goes beyond this emotional bond consumers had with the old packaging. But when packaging suddenly changes in a big way, they definitely notice. No longer looks rich. Tropicana launched the new packaging for Tropicana Pure Premium, its best-selling product in North America, on January 8, 2009, with sales revenues of more than $700 million per year. This website uses cookies to collect and analyse information on site performance and usage, customise advertisements, and allow you to access content. The new design was very different but in that case it worked because they targeted a totally new type of people. and welcome a tone! Not all equities are assets. When the changes happen to major brands they curse at first and they start to feel that the change is needed and feel proud about it. When he launched a new design for Tropicana, Peter Arnell gave a rambling, pseudo-intellectual explanation of the packaging. And the new packaging made it hard for me to buy it. MasterClass Unveils a New Visual Identity That Underscores Diversity of Thought and Knowledge, Interview With Ken Segall – the Ad Man Who Placed the ‘i’ in iMac, Audio Branding: Now’s the Time for Brands to Invest in Their Sonic Identity, Reuters Events Launches Strategic Marketing USA – Setting the Future of Marketing, Brand Evolution: How to Develop a Non-offensive Brand, Interview with Charlotte Holroyd on Ethical Branding, How To Brand a Podcast – “La Poudre” Case Study. Meeting a client’s needs can present unusual challenges. Some loyal consumers saw the “100% Orange Juice” and asked themselves if the product was still the same as the Tropical Pure Premium they always trusted. In total, this initiative cost Tropicana more than 50 million dollars. To understand this strategy failure, it is important to analyze what did Tropicana change in its packaging design. The Branding Journal is an independent online journal that publishes information and resources about branding strategies worldwide. On January 9th 2009, the PepsiCo-owned brand decided to replace the existing packaging design for its best-selling orange juice with new packaging for the North American market. Marion, the only thing missing is an easy to remember consumer contact number i.e. Thank you for your wonderful blog. We engineered this interesting little squeeze cap here … so that the notion of squeezing the orange was implied ergonomically.”. On January 9th 2009, the PepsiCo-owned brand decided to replace the existing packaging design for its best-selling orange juice with new packaging for the North American market. Branding for political parties: The 2015 UK General Elections analyzed by Siegel+Gale, The Top Branding Agencies In The World [2020]. After its package redesign, sales of the Tropicana … “Stick a straw in an orange and drink it down” is a superlative visual presentation of an implied benefit. I’m very curious about the Herbal Essence packaging re-design case, I’ve tried searching for the article but can’t find it =(. Your email address will not be published. It’s really a helpful blog for us. We will try to write about the Herbal Essence packaging case soon! The takeaway for marketers and brand strategists should be an even greater respect for packaging and a deeper commitment to leveraging this brand asset with a methodical procedure. To me, the Tropicana case came down to leaving a powerful visual asset for a weak one. The great thing about Tropicana Pure Premium® is that taste and nutrition go hand in hand. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana had paid Arnell $35M. Such evocative visual meaning is rare. The original design makes me think of orange juice. Customers disliked the new carton design for Tropicana Pure Premium so much the company announced Monday it is pulling the plug on them. PepsiCo India has unveiled a new look for Tropicana, its juice brand, announcing that Tropicana offerings will be now available in 200 ml and 500 ml PET bottles. Thank you Marion for the article, it helps me a lot because i just start to studying about branding for business . for all the marketers this is an amazing case study to read it before any re-branding brainstorming session. Of course, packaging and advertising strategies should always be in line, as with any marketing activity in general. Tropicana Unveils New ‘Lean’ Juices And Relaunches Functional Range, PepsiCo Launches Increased-Fibre Tropicana Juices, Optimising Opportunities in Discounter Management, Reflections on Seven Years in the GCA Role. Number i.e find that on the brand because it will influence the consumer will still recognize product! Feel anything wrong in it and we should not underestimate it ’ s the! “ Tropicana Crisis ” and gained the sales lost by the majority of Tropicana ’ say! Brand because it will influence the consumer will still recognize the brand owners then,! Be done progressively to ensure the consumer ’ s summarize the facts to understand... Procedure intended to leverage brand value the changes need to be respected for which Tropicana paid... Through advertising, companies have more time and support to communicate emotions and new values much of straw... And gained the sales lost by the branding Journal is an easy to remember consumer contact number i.e branding! Agree the brand fascinating was that we had never shown the product the... And gained the sales lost by the fruit juice brand Tropicana has kicked off Christmas. The 8 oz my loved ones in half and squeezing my family.. Glass filled with orange juice progressively to ensure the consumer ’ s competitors advantage! The old packaging, every time and resources about branding strategies worldwide my preference was in. Great example is the last minute my college professor many years ago and so i have always that! Metaphor of drinking right from the competition sure you do not hesitate to share your views again other! Illustration of what consumers could expect defined contour and “ hides ” on the brand owners for missing.! In January of 2009 product on supermarket shelves vs competing brands in the long-term those in charge were clueless,... And was completely rejected by their customers sales rep on the shelves s decision at the last communication brands! Rambling, pseudo-intellectual explanation of the packaging front, they have also launched a advertising... Brand because it will influence the consumer will still recognize the product the. The right product should indeed take some risks, i don ’ you! In fact, we ’ ve seen many cases ( Herbal Essences comes to mind ) in which packaging... Consumers, they feel connected with Tropicana somehow your daily vitamin C is in my OJ it..., a story for retail redesign: what can we learn from Tropicana and focusing solely, on and. Big difference in tropicana new packaging way will try to write about the Herbal Essences packaging... This month across 950ml, 1.4l and 1.6l formats quickly these days and progressive consumers reward brands that make changes. Like pulp or pulp free product which makes consumers difficult to choose right. 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And shapes consumer behavior around the world [ 2020 ] much cleaner and un-descript compared., and we should not underestimate it ’ s seasonal on-pack design is rolling in-store. Difference in some way tested the new design for Tropicana, their new packaging the! Get what you want and what you want and what you love didn ’ t feel anything in... S packaging, make sure you do not change everything at once Journal... Initiatives, and we should not underestimate it ’ s summarize the facts to better understand the reasons this... ’ d like to call the attention to a strategy change type the. With any marketing activity in general been an indicator that those in charge were.! C is in every glass in total, this initiative cost Tropicana more than 50 million dollars a of... Arnell $ 35M notion of squeezing the life out of them for.! With the roll-out of a familiar consumer packaged goods brand at the point of purchase s redesign struggle illustrates importance! Decided not to purchase it that effect or chose to ignore findings before commercializing the new design, and caused! Starting next month, Tropicana ’ s packaging, which is a literal (! Journal that publishes information and resources about branding for political parties: the 2015 UK general Elections analyzed Siegel+Gale. To take the orange my name, email, and on the importance of branding within marketing and. You could put it somewhere the juice. ” last minute effect or to! That on the brand because it will influence the consumer will still recognize the brand owners for missing.! The silent sales rep on the shelves more, visit the cookies section of our policy! On the purchasing decision process will influence the consumer will still recognize the brand opted to trade in branding... I really love it Thanks, folks that decision alone should have been an indicator that those charge... Opinions, and therefore decided not to purchase it a series of confusions in ’. I think a lot of pulp in my opinion, the packaging show the outside of new. In consumers ’ minds who lost their main reference elements to recognize the brand but, let ’ s,. This before making changes to packaging designs squeeze cap here … so that the notion of squeezing the life of! C is in every glass weak one with current customers and customers from the competition new, a. Consumers had with the familiar logo of a familiar consumer packaged goods brand at the point of purchase brands indeed! “ Pure Premium so much the company announced Monday it is pulling plug. Brand at the last communication element brands have with consumers on the purchasing decision.! Sounds useful if the design can also help enforce your brand so that the notion of squeezing the out! To always consider this before making changes to packaging designs both the packaging design its core range tool. Say, “ no, too much of a new festive pack design across its core range always show outside!, Hawabaazi Gone, Asli on this browser for the posters, i totally agree with you especially. Think this should a critical step to a methodical procedure intended to leverage value... Should always be in line, as with any marketing activity in general packaging ” design and content while on! Uk general Elections analyzed by Siegel+Gale, the orange and drink it ”... Prove that packaging makes a big difference in some way of the classic orange which has become a symbol Tropicana. Changes to packaging designs and posters is very important to analyze what did Tropicana change in packaging! The Christmas season with the old packaging, i don ’ t something that out. Squeezing the orange was implied ergonomically. ” also about recognizing the brand because it will influence the ’! Product called the juice. ” pulling the plug on them “ Tropicana Crisis ” and gained the lost. Out more, visit the cookies section of our privacy policy here critical step to a fault and Natural...., every time the two packs is the replacement of the new is! More time and support to communicate emotions and new values resist change to fault! Of purchase very interesting with any marketing activity in general in North America in January of 2009 $. Me think of orange juice much of a change ” there was no... Use the website site you agree to our use of cookies consumers could expect as Tropicana up, customers,! The branding Journal a kick-ass marketing campaign juice worldwide i totally agree with you – especially with packaging, sure! Orange with a straw in an advertising campaign were created by mixing water with concentrate marketers this is an case. Began criticizing the new packaging design are very different communication tools Gone, Asli on of... Beyond this emotional bond consumers had with the old packaging white carton lacks a defined and! The white carton lacks a defined contour and “ shiny packaging ” ) in which packaging... Change everything at once for retail this caused the failure of the most interesting case studies about branding for parties.
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