tropicana old and new packaging

Our culture moves very quickly these days and progressive consumers reward brands that make smart changes. Yes, it was also about recognizing the brand but, let’s say the brand started with a generic glass of OJ. Your email address will not be published. For me it is a bold move and the attention to details are much appreciated. There’s also the fact that the old design was all curves. The “new” design is not effective. Anyway, that is what I learned from my college professor many years ago and so I have always followed that advice. That wasn’t something that came out in the research. By allowing the consumer to read the product, they then have the opportunity to compare it to another. Those caps … I did not even know that was an image of a partial glass at first. Keep the orange cap though. 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 changes need to be done progressively to ensure the consumer will still recognize the brand. In addition, if you are changing a label because you feel it has become outdated, then the change shouldn’t be a dramatic redesign simply because more design options are available. 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. And I can see how if you brought the new packaging into a group of Tropicana buyers, you might actually get a favorable reaction. References: Tropicana is a very famous brand that sells fruit juice worldwide. We offer a range of standard custom label products, and can create almost any specialized label to meet your exact application. If you want to redesign your product’s packaging, make sure you do not change everything at once. !Same juice, different package, 20% fewer sales. The Tropicana case does prove that packaging makes a big difference in some way! Curves are evocative of oranges, natural and nature-based shapes. Unfortunately, so many Pepsi folks still hold onto the scars of this experience and resist change to a fault. 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. Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. […] Those consumers are very important to us, so we responded.” explained Mr. Campbell, president at Tropicana North America in Chicago. The redesign broke the customer’s recognition of a familiar consumer packaged goods brand at the point of purchase. 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. In the month and a half after the awful redesign of their packaging, sales of Tropicana’s Pure Premium orange juice dropped 20%. I agree that the new design is too much of a drastic change for the average consumer. At InTouch Labels, we specialize in custom label design and label printing. Updating or redesigning a label needs to be a well thought out process. Hi Marion, It;s very amazing Packaging ideas i really love it Thanks. More… UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Looking at all the white space and comparing the new packaging to the old, overall it just seems like a better design. 4. That’s asking for trouble. It is a more flexible communication support over time. Tropicana added the new cap to the old design and, soon, sales recovered. Thank you for the nice and informative post. All the reasons you list are true as to why it failed. !! 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. and welcome a tone! “…What was fascinating was that we had never shown the product called the juice.”. It’s another embarrassment among several recently that can be traced back to the Arnell Group, the design and branding firm responsible for the Tropicana packaging, the new … 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. 3. I think the old design is outdated, but such a drastic change was probably too much. That decision alone should have been an indicator that those in charge were clueless. In total, this initiative cost Tropicana more than 50 million dollars. Even that can be sort with a kick-ass marketing campaign. All too often, a company changes their packaging and then consumers can’t locate the familiar product and move on to a different brand, all because they didn’t recognize the new design. it’s important to have memorable designs. When a brand like Tropicana makes a dramatic change, much like Pepsi did, it can be met with mixed results, and this is certainly the case…. Trop traded an asset for a (generic) liability. “. Subscribe to the InTouch Labels newsletter for promotional discounts and product updates. Some people described the new packaging as “ugly” or “stupid,” and said that it resembled “a generic bargain brand” or a “store brand.” It impedes the ability to greatly elevate their brands. (Note: images of the old and new Tropicana package designs can be found online (e.g., Edwards, 2009)). It removed all visual clues that this is a natural product. Would the brand owners then say, “no, too much of a change”? Their new packaging is much cleaner and un-descript when compared to the previous design. I’d like to call the attention to a few aspects. Thanks for sharing information. It is very important to consider the role of packaging design in branding and its link with merchandising. 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. According to The New York Times , the company is paying attention to its customers complaints and reversing its decision to change. In the case of Tropicana, the packaging codes weren’t, and this caused the failure of the new design. 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. First of all, let’s summarize the facts to better understand the reasons for this packaging failure. This is increasingly important not just because consumers might not like the new design, but you want to make sure they can find it! I love Tropicana. 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. Informative post. The new Tropicana packaging change is the 2nd major packaging change for the brand in 3 years. The focus on “100% Orange” instead of “Pure Premium”. We engineered this interesting little squeeze cap here … so that the notion of squeezing the orange was implied ergonomically.”. I liked the new style of the Tropicana cartons until they switched it back to the 2006 style. 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. I agree the brand copy, visuals are not related to rebranded packaging. To me, the Tropicana case came down to leaving a powerful visual asset for a weak one. It went from nature based to mass-produced, accentuating the shape of the box, instead of the shape of the orange. When I started to move on down the isle, I realized that the carton did say Tropicana. The new advertisements feature the new Tropicana logo and packaging design, which triggered a great deal of customer backlash and complaints. Its design and content are essential to the brand because it will influence the consumer’s decision at the last minute. Then appeared a series of confusions in consumers’ minds who lost their main reference elements to recognize the product. “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.”. In this case, many consumers didn’t recognize the product on supermarket shelves. The new one is not bad at all. A great example is the Herbal Essences’ packaging redesign after changing their target market. The “straw-in-the-orange” design is effective. Click the links below to learn more about our services: As many of you may have noticed over the past few months, Tropicana orange juice redesigned their original “straw in the orange” containers that many people have associated with the iconic brand. I’m very curious about the Herbal Essence packaging re-design case, I’ve tried searching for the article but can’t find it =(. Our custom label products include white gloss & matte labels, food labels, embossed & foil stamped labels, bumper stickers, waterproof labels, shipping labels, specialty decals, and more. Consumers were so outraged with the change in design, that Tropicana received thousands upon thousands of calls, letters, and emails trashing the new design. To start, the old adage, if it ain’t broke, don’t fix it, could and should apply when thinking about redesigning a label. To understand this strategy failure, it is important to analyze what did Tropicana change in its packaging design. The new design was very different but in that case it worked because they targeted a totally new type of people. In early 2009, Tropicana unveiled packaging with a new logo. Very interesting insights. Tropicana in an effort to “modernize” itself has violated the ultimate brand rule: The familiarity of the brand new to the old. Thanks for sharing! Hello Alex! At The Branding Journal, we like to feature branding success stories. In February of 2009, Tropicana announced that its orange juice packaging would return to its original design. The new Tropicana Pure Premium packaging (right) had been on the market less than two months before the company scrapped the redesign. It really depends on the case, and on the brand. Very interesting! Not all equities are assets. I like a lot of pulp in my oj and it seems like it is getting harder to find that on the shelves 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. Personally, I thought the new design was nice, but it is a little difficult to pick it off the shelf, because it does look very much like a generic brand. Our range of custom labels include: Click the links below to learn more about the individual products: We are a full-service custom label printer. 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”. I’ve worked with clients scarred by the Tropicana ordeal and they’ve taken away similar “don’t change too much” lessons. Our team works hard to ensure we are utilizing the most cost effective printing method to fulfill your needs. The agency decided then to take the orange and move it to the lid of the bottle. Your email address will not be published. First, I did not get any lead about using consumer research to test the effects of such a change, before committing to it. “Historically, we always show the outside of the orange. I agree that the new labeling is blah – but the real difficulty is in telling apart the different types. Advertising and packaging design are very different communication tools. However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. 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. Take a look at Starbucks redesign of Tazo Tea and rethink your advice that only weak brands execute revolutionary redesigns. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands. Also, the new omega -3 doesn’t look different enough from the regular pulp free orange juice. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. Looking quickly at the new design, it would take a few extra seconds to notice that it is Tropicana and not some generic brand. 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 main message communicated in this campaign was “Squeeze, it’s a natural”. Personally, I kind of like the newer design. Save my name, email, and website in this browser for the next time I comment. It walked away from a brilliant visual metaphor of drinking right from the orange. It’s really a helpful blog for us. Delicious! David Wertheimer notes that the decoration of the packaging was not the main issue, the design was: As a loyal Tropicana buyer, I don’t love the straw-punctured fruit or the old logo at all. Less than 30 days after the launch, they pulled back the new packages from the shelves and went back to the old packaging. Such evocative visual meaning is rare. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. There was such a strong backlash against the Tropicana redesign that PepsiCo quickly reverted back to the old packaging. The old font you should keep because the “t” reminds me of a tropical tree. I like the new fonts but think they should have kept some part of the “straw in orange” look that is Tropicana. Indeed, the packaging is the silent sales rep on the shelf, and we should not underestimate it’s power. 1. confusion – couldn’t recognize the brand that I had always trusted The fruit identifies the product. Very interesting case! 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. Of course, I will add backlink? However, there are some communication codes for each domain that need to be respected.

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