New versus old packaging.
How about a little brand to go with that morning juice? Tropicana felt the squeeze (well their parent PepsiCo did) after launching a new brand look to juice packaging only to call “do-over” after customers and other industry experts cried foul. Forget that the design was generic and that it was hard to really “see” on the store shelf (I admit I walked right by them), what about being true to the brand? Tropicana has positioned itself around ”fresh” – the iconic image of an orange, of picking the orange off the tree and getting that taste right into the consumer’s mouth. The orange with a straw tells it all. Was PepsiCo jumping on the “bargain” bandwagon by strategically trying to genericize the packaging? Probably not. But it does seem like the bigger picture of the brand position was lost. While the execs at PepsiCo may have spent millions to develop the new and now pulled package design, at least they shouldn’t cry over spilled juice. The Tropicana brand has stood the test of time and it’s still fresh.
I just don’t understand all these logo changes – tropicana, pepsi, kraft shouldn’t mess with their logos when doing a rebrand. A subtle shift while staying true to their logomarks that are cultural icons is really all that is needed. No need to jump on the “Brandwagon.”
I can understand them shifting their branding strategy but don’t alienate your customers who are an integral part of their brand in the first place.
I used to try and mimic the packaging by sticking straws in my oranges and sucking as hard as I could. At that point my dad would just pour me a glass of juice…Tropicana, why mess with something that worked so well?
Seems they are going back to the old brand –
http://www.slashfood.com/2009/02/24/tropicana-abandons-new-packaging/
Shows what a consumer backlash can do! I do think the new logo is “fresh” looking but I have always enjoyed that straw in the orange concept.
I cant imagine how much money they just threw away with that unsuccessful branding. Poor graphics folks – I’m guessing this one won’t be making the portfolio.
Looks like there is still some confusion about the brand. The Tropicana web site introduces the brand image. They link to the “brand new” packaging which is confusing since it is so similar to the old brand. Is this the transition back or forward?
Theere is no explanation. No blog. Good study to see how Tropicana is managing itself other places. Cursory look on Facebook shows little continuity but conversation is there about the new design v. the old.
One thing is for sure – they are getting some PR mileage out of this (or)deal.
Peter Arnell, head of the agency that developed the Squeeze campaign and the packaging design change, said in a presentation that they wanted to showcase the “purity of the juice” and coming from the orange.
The campaign associates the squeeze of an orange to get juice to a hug. Brand position…transfer of love.
Interesting to note that they wanted to showcase the product (juice) rather than the orange, which had been so successful and engrained in the consumer’s mind. My take is that if you want purity…you’d want the orange. The straw-in-orange got to that purity with one visual and you really didn’t have to think about it. With the glass of juice it changed the game. Made Tropicana just another juice on the shelf.
Arnell’s words… http://bitly.com/10oH28