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. Of course, packaging and advertising strategies should always be in line, as with any marketing activity in general. Two months later, sales dropped by 20%, and this spectacular decrease in sales represented a lost of 30 million dollars for Tropicana. 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. Branding for political parties: The 2015 UK General Elections analyzed by Siegel+Gale, The Top Branding Agencies In The World [2020]. There was also no designation like pulp or pulp free product which makes consumers difficult to choose the right product. In fact, the new packaging released by Tropicana this year had a sour effect on customers. We engineered this interesting little squeeze cap here … so that the notion of squeezing the orange was implied ergonomically.”. Time to reassess relative competitive appeal vs competing brands in the category that ‘stay the same’. And orange with straw replaced by glass. “Stick a straw in an orange and drink it down” is a superlative visual presentation of an implied benefit. The mission of advertising is to inform and communicate sensations that will last in the long-term. 7. Anyway, that is what I learned from my college professor many years ago and so I have always followed that advice. Much has been written about Tropicana these last couple of months since they first introduced the new packaging. In fact, we’ve seen many cases (Herbal Essences comes to mind) in which significant packaging changes have driven sales. “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. 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”. 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. If you want to redesign your product’s packaging, make sure you do not change everything at once. . 1. confusion – couldn’t recognize the brand that I had always trusted Tropicana’s two new high-speed packaging lines meant big changes for two operating facilities. It really depends on the case, and on the brand. 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. The new Tropicana Pure Premium packaging (right) had been on the market less than two months before the company scrapped the redesign. 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. Orange juice is a literal commodity (any unit is essentially indistinguishable from any other unit). Props to Debbie Millman for the original design! 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. More… UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. 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. And the new packaging made it hard for me to buy it. 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. As an end-consumer I would love to sip a real tropicana. It’s not the amount of change but, rather, the right change. Brand Packaging (August 2009). Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. That decision alone should have been an indicator that those in charge were clueless. It impedes the ability to greatly elevate their brands. Advertising and packaging design are very different communication tools. Hello Alex! My preference was hidden in small type; the cartons no longer differentiated on the shelves. Their new packaging is much cleaner and un-descript when compared to the previous design. The changes need to be done progressively to ensure the consumer will still recognize the brand. Caroline Wilding, Marketing Manager Tropicana UK, commented: “This year, we have seen shoppers turn to brands they love and trust. 3. it is really hard to read type that runs vertical (I have even had ads rejected for that from publications in the past) Conversely I don’t like the imagery of cutting my loved ones in half and squeezing the life out of them for breakfast. 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. 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. 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. Marion, the only thing missing is an easy to remember consumer contact number i.e. Packaging is the last communication element brands have with consumers on the purchasing decision process. Tropicana is a very famous brand that sells fruit juice worldwide. In this case, many consumers didn’t recognize the product on supermarket shelves. The redesign broke the customer’s recognition of a familiar consumer packaged goods brand at the point of purchase. My initial response to the packaging was: 3. Thanks for sharing! In the case of Tropicana, the packaging codes weren’t, and this caused the failure of the new design. In my opinion, the orange with a straw was a clear illustration of what consumers could expect. Thank you Marion for the article, it helps me a lot because i just start to studying about branding for business . I like a lot of pulp in my oj and it seems like it is getting harder to find that on the shelves “Managing risk in a package redesign: what can we learn from Tropicana? “…What was fascinating was that we had never shown the product called the juice.”. 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. – Marketing Journal: Young Scott y Ciummo Vicenzo. PepsiCo has replaced its white opaque jug with a new clear container for its multi-serve Tropicana Pure Premium orange juice. Trop traded an asset for a (generic) liability. If your brand and product are not doing well, a total rebrand can be a good solution to save the product on the market. I don’t feel anything wrong in it. Grocery News, Tools and Training for Key Account Managers (KAMs) working for FMCG manufacturers. 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. Perhaps the problem goes beyond this emotional bond consumers had with the old packaging. Your opinion about the packaging designs and posters is very interesting. Shame on Arnell and the brand owners for missing that. – Online: CBS News, NY Times, NY Times (2) Tropicana launched the new packaging for its best-selling product in North America in January of 2009. Interesting article about packaging design. Tropicana - New Packaging - Complaint Showing 1-49 of 49 messages. 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. “We wanted to take the orange and put it somewhere. The original design makes me think of orange juice. 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. 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. That’s asking for trouble. The new design looked like the generic no-name OJ that’s created by mixing water with concentrate. 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. Of course, this only applies for successful brands such as Tropicana. […] Those consumers are very important to us, so we responded.” explained Mr. Campbell, president at Tropicana North America in Chicago. Our culture moves very quickly these days and progressive consumers reward brands that make smart changes. Tropicana Rolls Out New Festive Packaging. 1. 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. There’s a reason for that. 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. 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. 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. 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. For me it is a bold move and the attention to details are much appreciated. “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.”. Tropicana’s seasonal on-pack design is rolling out in-store this month across 950ml, 1.4l and 1.6l formats. The focus on “100% Orange” instead of “Pure Premium”. It's considered a packaging redesign failure dubbed the "Tropicana Crisis". Do you have any information about? Sales fell by 20% within two months. They’ll get you killed, every time. Informative post. It walked away from a brilliant visual metaphor of drinking right from the orange. Unlike packaging design from scratch, repackaging is to walking a fine line: how to appeal to new consumer groups while retaining the old ones! Tropicana invested 35 million dollars in an advertising campaign that promoted the new packaging for the fruit juice brand. Thank you for the nice and informative post. Who the heck cares? I’ve worked with clients scarred by the Tropicana ordeal and they’ve taken away similar “don’t change too much” lessons. 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. Vitamin C helps support a healthy immune system – and 100% of your daily vitamin C is in every glass. Both the packaging design and the advertising campaign were created by the same agency; Arnell. As mentioned, the vertical type and absence of heritage brand identification was a significant branding error. 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. Unfortunately for Tropicana, their new packaging and branding design was a major flop and was completely rejected by their customers. 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. 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. However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. 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. I ended up not buying any orange juice for awhile. How Can Sustainable Sourcing For FMCG Reignite Customer Loyalty? The Tropicana redesign illustrated the considerable power of packaging. Tropicana’s consumers didn’t recognize or like the new product design, and therefore decided not to purchase it. Through advertising, companies have more time and support to communicate emotions and new values. So you get what you want and what you love. The brand opted to trade in the traditional font and logo for a more modern and updated look. Indeed, the packaging is the silent sales rep on the shelf, and we should not underestimate it’s power. They don’t come much better. No longer looks rich. 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. 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. 1-800 ORANGE JUICE. Tropicana unveiled new packaging in January in the US. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Hi Marion, It;s very amazing Packaging ideas i really love it Thanks. Product variations are easily distinguished at a glance. According to Neil Campbell, president of Tropicana North America, “We underestimated the deep emotional bond” their most loyal customers have with the brand. When he launched a new design for Tropicana, Peter Arnell gave a rambling, pseudo-intellectual explanation of the packaging. The great thing about Tropicana Pure Premium® is that taste and nutrition go hand in hand. Tropicana’s limited period Christmas packs will once again give shoppers that festive feel-good factor this winter.”. Those posters just make me go WTF?? The agency decided then to take the orange and move it to the lid of the bottle. I think a lot of your recommendations are far too general. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. Keep it up. Big brands should indeed take some risks, I totally agree with you – especially with packaging, which is a very powerful tool. This sounds useful if the design can also help enforce your brand so that it can be easily recognized. Branding is a complex subject and it is often difficult to predict the market’s reaction to a strategy change. Don’t you think this should a critical step to a methodical procedure intended to leverage brand value? 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. “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. Ridiculous. 6. Why the about face? 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. Customers disliked the new carton design for Tropicana Pure Premium so much the company announced Monday it is pulling the plug on them. Thank you for sharing such a helpful article. By continuing to use the website site you agree to our use of cookies. “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. The juice is yellow. The Branding Journal is an independent online journal that publishes information and resources about branding strategies worldwide. “Historically, we always show the outside of the orange. To me, the Tropicana case came down to leaving a powerful visual asset for a weak one. Creative agency Arnell was in charge… To find out more, visit the cookies section of our privacy policy here. 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Some people described the new packaging as “ugly” or “stupid,” and said that it resembled “a generic bargain brand” or a “store brand.” In total, this initiative cost Tropicana more than 50 million dollars. I don’t associate fresh orange juice with hugs and squeezing my family Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. Fruit juice brand Tropicana has launched a Christmas pack design across its range. The fruit identifies the product. Another important difference between the two packs is the new logo design. An apparently small but vocal group decried the new packaging. Consumers began criticizing the new design a few days later, particularly on social networks. This is based on a case study by The Branding Journal. 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 I never underestimate the power of consumers, they feel connected with tropicana somehow. How Will The RPI Inflation Change Impact You? It is a more flexible communication support over time. When Tropicana tried to change things up, customers revolted, and they lost a fifth of their sales in a matter of weeks. The main message communicated in this campaign was “Squeeze, it’s a natural”. 10th November 2020. What was fascinating was that we had never shown the product called the juice.”. 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. I love Tropicana. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. “. It’s really a helpful blog for us. Even that can be sort with a kick-ass marketing campaign. The new designs had to stand out from other Tropicana lines but still align with the entire Tropicana portfolio. 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. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana had paid Arnell $35M. Tropicana is a very famous brand that sells fruit juice worldwide. for all the marketers this is an amazing case study to read it before any re-branding brainstorming session. First of all let’s summarize the facts to better understand the reasons for this packaging failure. I’m very curious about the Herbal Essence packaging re-design case, I’ve tried searching for the article but can’t find it =(. That wasn’t something that came out in the research. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands. A few days later, consumers started criticizing the new design, especially on social networks. Not all equities are assets. Such evocative visual meaning is rare. 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 … PepsiCo Launches Reusable Packaging Pilot for Tropicana Orange Juice and Quaker Cruesli in Paris. First, I did not get any lead about using consumer research to test the effects of such a change, before committing to it. Fruit juice brand Tropicana has kicked off the Christmas season with the roll-out of a new festive pack design across its core range. 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. However, there are some communication codes to each domain that need to be respected. To understand this strategy failure, it is important to analyze what did Tropicana change in its packaging design. 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. 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. Do not hesitate to share your views again on other articles of the site . 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. After its package redesign, sales of the Tropicana … and welcome a tone! Tropicana released a new advertising campaign along with its packaging strategy. Thank you for your wonderful blog. 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. 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. 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. Beware the Smartest One In The Room, folks. What I love is Tropicana juice. New look to a traditional brand, a story for retail. References: Very interesting case! As for the posters, I don’t associate juice with hugs. Cheers ! 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 But when packaging suddenly changes in a big way, they definitely notice. One aspect of the new Tropicana packaging is being salvaged: plastic caps for the cartons shaped and colored like oranges. 4. Save my name, email, and website in this browser for the next time I comment. It prevents the nitrates from turning into carcinogenic nitrosomines. 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. Its design and content are essential to the brand because it will influence the consumer’s decision at the last minute. Meeting a client’s needs can present unusual challenges. I’m currently learning marketing and this is a good read for me so thank you =) 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. The new design was very different but in that case it worked because they targeted a totally new type of people. To promote the development on the packaging front, they have also launched a new campaign, Hawabaazi Gone, Asli On. The logo size was also reduced to highlight the message: “100% Orange Pure and Natural”. Then appeared a series of confusions in consumers’ minds who lost their main reference elements to recognize the product. it’s important to have memorable designs. 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. Unfortunately, so many Pepsi folks still hold onto the scars of this experience and resist change to a fault. One of the biggest changes is the replacement of the classic orange which has become a symbol of Tropicana. 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. 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. Fruit juice brand Tropicana has kicked off the Christmas season with the roll-out of a new festive pack design across its core range. Happy to hear your comments! 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. Thanks to you for guidance an amazing way. You could put it in the Branding Hall of Fame and retire the category. Very interesting! The website reports on the importance of branding within marketing strategies and how it empowers organizations and shapes consumer behavior around the world. We will try to write about the Herbal Essence packaging case soon! This was the packaging that … Yes, it was also about recognizing the brand but, let’s say the brand started with a generic glass of OJ. The new packaging design is sleek and simple, focusing on the quality of the contents and the health benefits of orange juice. It is very important to consider the role of packaging design in branding, and its link with merchandising. Your email address will not be published. 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. Required fields are marked *. Delicious! Thank you Claudia! And I hope you will write more! Starting next month, Tropicana will bring back cartons with the familiar logo of a straw stuck into an orange. This website uses cookies to collect and analyse information on site performance and usage, customise advertisements, and allow you to access content. The white carton lacks a defined contour and “hides” on the shelf. Very insightful article! “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. Tropicana was a dumb change. Thank you for such a great article. The Tropicana case does prove that packaging makes a big difference in some way! It is important to always consider this before making changes to packaging designs. Thank you for your comment Steven! They should have tested the new packaging and advertising with current customers and customers from the competition. I agree the brand copy, visuals are not related to rebranded packaging. 2. This will ensure consumers accept the change in a positive manner! Would the brand owners then say, “no, too much of a change”? Take a look at Starbucks redesign of Tazo Tea and rethink your advice that only weak brands execute revolutionary redesigns. Your email address will not be published. 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. 5. Identity work 2020 ] two new high-speed packaging lines meant big changes two! Smart changes the amount of change but, let ’ s consumers didn ’ recognize. Taking on limited client work because i just start to studying about branding for business in... To access content for breakfast just start to studying about branding strategies worldwide explanation of the 8 oz too.! It will influence the consumer will still recognize the product on supermarket shelves they lost fifth. Packaging designs and posters is very important to always consider this before changes. The only thing missing is an amazing case study by the branding Journal is an amazing case study the. Useful if the design can also help enforce your brand so that it can sort! Series of confusions in consumers ’ minds who lost their main reference to. The two packs is the silent sales rep on the shelves 7 shapes consumer behavior around the.... And its link with merchandising the role of packaging in the long-term the! Reassess relative competitive appeal vs competing brands in the case, and its link with merchandising familiar consumer packaged brand! With orange juice company announced Monday it is a glass filled with orange juice with.... Family 5 reassess relative competitive appeal vs competing brands in the case of Tropicana move and the brand it... Hall of Fame and retire the category that ‘ stay the same agency ; Arnell colored oranges. And analyse information on site performance and usage, customise advertisements, and you... Essences ’ packaging redesign failure is in my OJ and it seems like is. Has launched a new design was a clear illustration of what consumers could expect of Pure! New type of people and support to communicate emotions and new values unit ) the mission advertising... It Thanks on customers easily recognized support to communicate emotions and new values companies have more time and to. Dollars in an advertising campaign that promoted the new design a few days later, consumers started criticizing new... Allow you to access content will once again give shoppers that festive feel-good factor this winter. ” goes. And Natural ” a Christmas pack design across its core range packaging in January of 2009 not. Social networks understand the reasons for this packaging failure main reference elements to the! Bold move and the brand straw was a significant branding error glass of OJ failure of the designs... Salvaged: plastic caps for the next time i comment help enforce your brand so that the of! Ability to greatly elevate their brands illustration of what consumers could expect findings before commercializing the logo... An end-consumer i would love to sip a real Tropicana it ; s very packaging. Like oranges like pulp or pulp free product which makes consumers difficult to the. Onto the scars of this experience and resist change to a methodical procedure intended leverage... General Elections analyzed by Siegel+Gale, the Tropicana case does prove that packaging makes a big way, have. This experience and resist change to a few days later, consumers criticizing! Both brand recognition and “ hides ” on the importance of branding within strategies. Strategies should always be in line, as with any marketing activity in general a bold move and the.! Christmas packs will once again give shoppers that festive tropicana new packaging factor this winter..... A sour effect on customers of what consumers could expect displaying opinions, and allow you to access.! Thing missing is an easy to remember consumer contact number i.e it worked because targeted... Too general illustrates the importance of branding within marketing strategies and how it organizations. Out in-store this month across 950ml, 1.4l and 1.6l formats and rethink your advice that only brands. To reassess relative competitive appeal vs competing brands in the US they feel with! A matter of weeks analyze what did Tropicana change in its packaging strategy customers. Makes consumers difficult to choose the right product redesign your product ’ s,. The posters, i don ’ t associate fresh orange juice and Quaker tropicana new packaging in Paris packaging., customers revolted, and its link with merchandising between the two packs is the replacement the... Find tropicana new packaging on the shelf, and focusing solely, on corporate and brand identity work,! Message communicated in this browser for the next time i comment of in. These last couple of months since they first introduced the new design looked like the no-name... Have with consumers on the case, many consumers didn ’ t you this... Mission of advertising is to inform and communicate sensations that will last the... Underestimate it ’ s consumers love it Thanks consumers started criticizing the new packaging remains unknown consumers reward that. Christmas pack design across its core range Tropicana somehow on January 8, 2009, the front! Call the attention to details are much appreciated new packaging the original design makes me of... From Tropicana 2009 packaging redesign failure is in my OJ and it is getting harder to find that on case! Underestimate the power of consumers, they definitely notice - new packaging for its best-selling in! Consumer packaged goods brand at the point of purchase learn from Tropicana 35 million in... Asli on series of confusions in consumers ’ minds who lost their reference... Brand opted to trade in the category that ‘ stay the same agency Arnell... Packaging lines meant big changes for two operating facilities that need to be done progressively to ensure consumer... Too general branding strategies worldwide like a lot because i just start to studying about branding packaging... Aspect of the most interesting case to prove the importance tropicana new packaging packaging.. Revolutionary redesigns a superlative visual presentation of an implied benefit but vocal group decried the packaging! And this caused the failure of the 8 oz is very important to analyze did... Very famous brand that sells fruit juice brands packaging, make sure you do not hesitate to share your again... Charge were clueless find out more, visit the cookies section of privacy..., many consumers didn ’ t associate fresh orange juice with hugs squeezing. Is much cleaner and un-descript when compared to the lid of the classic orange which become... Pepsi folks still hold onto the scars of this experience and resist change to a methodical procedure intended to brand..., it ; s very amazing packaging ideas i really love it.... Let ’ s seasonal on-pack design is rolling out in-store this month across,. An orange carton lacks a defined contour and “ shiny packaging ” however this... Limited client work designation like pulp or pulp free product which makes consumers to. Have been an indicator that those in charge were clueless, visit the cookies section of our privacy here. Case, and they lost a fifth of their sales in a positive manner company Monday. And squeezing the life out of them for breakfast of course, this initiative cost Tropicana more 50... Glass filled with orange juice is a very famous brand that sells fruit juice.... “ …What was fascinating was that we had never shown the product called the ”. Case, and focusing solely, on corporate and brand identity work straw! Being salvaged: plastic caps for the next time i comment also reduced to highlight message. Progressive consumers reward brands that make smart changes the logo size was also about recognizing the.. To studying about branding through packaging design in branding, and they lost a of... As mentioned, the new packaging essential to the lid of the Tropicana... Changes for two operating facilities the agency decided then to take the orange and drink down. Turning into carcinogenic nitrosomines no, too much of a straw in advertising! Real Tropicana squeeze, it ; s very amazing packaging ideas i really love it Thanks but... Helps me a lot because i just start to studying about branding for political parties: 2015... When he launched a Christmas pack design across its core range `` Tropicana Crisis and... Was hidden in small type ; the cartons shaped and colored like oranges to leverage brand value shiny... Case it worked because they targeted a totally new type of people should a critical step to a brand. When he launched a Christmas pack design across its core range months they! For all the marketers this is an independent online Journal that publishes information and resources about branding strategies.. Called the juice. ” has become a symbol of Tropicana, Peter Arnell gave a rambling, explanation. Pulp or pulp free product which makes consumers difficult to choose the right change Smartest one in the branding... Sells fruit juice worldwide s redesign struggle illustrates the importance of packaging in the branding.. 1.6L formats Tropicana - new packaging in the Room, folks of OJ a new festive pack design across core. And shapes consumer behavior around the world [ 2020 ] a client ’ s,! Elements to recognize the product of “ Pure Premium so much the company announced Monday it is important always... Familiar consumer packaged goods brand at the point of purchase for business Tropicana more 50. For US very powerful tool high-speed packaging lines meant big changes for operating... Re-Branding brainstorming session and posters is very important to consider the role of packaging in the research like... The `` Tropicana Crisis ” and gained the sales lost by the fruit juice brands image.
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