“Historically, we always show the outside of the orange. 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. The Branding Journal is an independent online journal that publishes information and resources about branding strategies worldwide. 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. 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”. 1. confusion – couldn’t recognize the brand that I had always trusted Even that can be sort with a kick-ass marketing campaign. Tropicana’s consumers didn’t recognize or like the new product design, and therefore decided not to purchase it. The redesign broke the customer’s recognition of a familiar consumer packaged goods brand at the point of purchase. Branding for political parties: The 2015 UK General Elections analyzed by Siegel+Gale, The Top Branding Agencies In The World [2020]. Don’t you think this should a critical step to a methodical procedure intended to leverage brand value? 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. 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. This is based on a case study by The Branding Journal. 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. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands. 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. Tropicana Rolls Out New Festive Packaging. Thank you Claudia! For me it is a bold move and the attention to details are much appreciated. 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. Sales fell by 20% within two months. 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 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. Product variations are easily distinguished at a glance. First, I did not get any lead about using consumer research to test the effects of such a change, before committing to it. How Will The RPI Inflation Change Impact You? Indeed, the packaging is the silent sales rep on the shelf, and we should not underestimate it’s power. – Online: CBS News, NY Times, NY Times (2) Thanks for sharing! Do you have any information about? Advertising and packaging design are very different communication tools. Its design and content are essential to the brand because it will influence the consumer’s decision at the last minute. 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. However, there are some communication codes to each domain that need to be respected. To promote the development on the packaging front, they have also launched a new campaign, Hawabaazi Gone, Asli On. Those posters just make me go WTF?? Tropicana’s seasonal on-pack design is rolling out in-store this month across 950ml, 1.4l and 1.6l formats. However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. 4. Their new packaging is much cleaner and un-descript when compared to the previous design. I think a lot of your recommendations are far too general. 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. I don’t associate fresh orange juice with hugs and squeezing my family It's considered a packaging redesign failure dubbed the "Tropicana Crisis". Fruit juice brand Tropicana has kicked off the Christmas season with the roll-out of a new festive pack design across its core range. It prevents the nitrates from turning into carcinogenic nitrosomines. Starting next month, Tropicana will bring back cartons with the familiar logo of a straw stuck into an orange. 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. Marion, the only thing missing is an easy to remember consumer contact number i.e. Thank you for sharing such a helpful article. […] Those consumers are very important to us, so we responded.” explained Mr. Campbell, president at Tropicana North America in Chicago. 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. “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. After its package redesign, sales of the Tropicana … and welcome a tone! As mentioned, the vertical type and absence of heritage brand identification was a significant branding error. I’ve worked with clients scarred by the Tropicana ordeal and they’ve taken away similar “don’t change too much” lessons. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana had paid Arnell $35M. PepsiCo has replaced its white opaque jug with a new clear container for its multi-serve Tropicana Pure Premium orange juice. “Managing risk in a package redesign: what can we learn from Tropicana? Fruit juice brand Tropicana has launched a Christmas pack design across its range. I’d like to call the attention to a few aspects. The website reports on the importance of branding within marketing strategies and how it empowers organizations and shapes consumer behavior around the world. As for the posters, I don’t associate juice with hugs. 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. 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 … Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. Big brands should indeed take some risks, I totally agree with you – especially with packaging, which is a very powerful tool. 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. This was the packaging that … A great example is the Herbal Essences’ packaging redesign after changing their target market. Tropicana was a dumb change. Very interesting case! Happy to hear your comments! This sounds useful if the design can also help enforce your brand so that it can be easily recognized. This will ensure consumers accept the change in a positive manner! 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. In fact, the new packaging released by Tropicana this year had a sour effect on customers. That decision alone should have been an indicator that those in charge were clueless. The original design makes me think of orange juice. They should have tested the new packaging and advertising with current customers and customers from the competition. 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. It is important to always consider this before making changes to packaging designs. Creative agency Arnell was in charge… Grocery News, Tools and Training for Key Account Managers (KAMs) working for FMCG manufacturers. Your opinion about the packaging designs and posters is very interesting. The focus on “100% Orange” instead of “Pure Premium”. 3. A few days later, consumers started criticizing the new design, especially on social networks. Tropicana launched the new packaging for its best-selling product in North America in January of 2009. Unfortunately for Tropicana, their new packaging and branding design was a major flop and was completely rejected by their customers. Meeting a client’s needs can present unusual challenges. 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. Our culture moves very quickly these days and progressive consumers reward brands that make smart changes. 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. Of course, this only applies for successful brands such as Tropicana. 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 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. To me, the Tropicana case came down to leaving a powerful visual asset for a weak one. They don’t come much better. Time to reassess relative competitive appeal vs competing brands in the category that ‘stay the same’. Shame on Arnell and the brand owners for missing that. 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. – Marketing Journal: Young Scott y Ciummo Vicenzo. So you get what you want and what you love. 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. It walked away from a brilliant visual metaphor of drinking right from the orange. To find out more, visit the cookies section of our privacy policy here. Packaging is the last communication element brands have with consumers on the purchasing decision process. Thank you Marion for the article, it helps me a lot because i just start to studying about branding for business . 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. The new Tropicana Pure Premium packaging (right) had been on the market less than two months before the company scrapped the redesign. How Can Sustainable Sourcing For FMCG Reignite Customer Loyalty? 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. Take a look at Starbucks redesign of Tazo Tea and rethink your advice that only weak brands execute revolutionary redesigns. Anyway, that is what I learned from my college professor many years ago and so I have always followed that advice. Through advertising, companies have more time and support to communicate emotions and new values. The new designs had to stand out from other Tropicana lines but still align with the entire Tropicana portfolio. 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 looked like the generic no-name OJ that’s created by mixing water with concentrate. The changes need to be done progressively to ensure the consumer will still recognize the brand. My preference was hidden in small type; the cartons no longer differentiated on the shelves. My initial response to the packaging was: What I love is Tropicana juice. It is a more flexible communication support over time. Save my name, email, and website in this browser for the next time I comment. One of the biggest changes is the replacement of the classic orange which has become a symbol of Tropicana. In fact, we’ve seen many cases (Herbal Essences comes to mind) in which significant packaging changes have driven sales. The logo size was also reduced to highlight the message: “100% Orange Pure and Natural”. 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. And orange with straw replaced by glass. 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. Who the heck cares? But when packaging suddenly changes in a big way, they definitely notice. The white carton lacks a defined contour and “hides” on the shelf. They’ll get you killed, every time. There was also no designation like pulp or pulp free product which makes consumers difficult to choose the right product. “. Your email address will not be published. The juice is yellow. To understand this strategy failure, it is important to analyze what did Tropicana change in its packaging design. 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. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. 1. Trop traded an asset for a (generic) liability. Tropicana - New Packaging - Complaint Showing 1-49 of 49 messages. The Tropicana redesign illustrated the considerable power of packaging. 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. 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. 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. According to Neil Campbell, president of Tropicana North America, “We underestimated the deep emotional bond” their most loyal customers have with the brand. Thank you for your wonderful blog. 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. New look to a traditional brand, a story for retail. The great thing about Tropicana Pure Premium® is that taste and nutrition go hand in hand. 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