The people have spoken. Tropicana’s redesigned packaging, which was released to a near universal disdain is being pulled and it will revert back to the classic design next month. Consumers found the new design to be generic looking, confusing and too different from the iconic “straw in an orange” theme.
The New York Times reports:
The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look.
Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.”
“Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.”
Others described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices.
New York Times: “Tropicana Discovers Some Buyers Are Passionate About Packaging”
[via Swiss Miss]
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good– why did they do that anyway? agreed it looked so generic.
February 23rd, 2009 at 2:48 pm
hmm. i like the new one better. it’s cleaner and the colors looks so much more crisp. dont think it looks generic. try putting it side by side…. a few generic brands, new branding and the old one.
February 23rd, 2009 at 3:16 pm
Pardon my french but the shit must of hit the fan at Arnell. 1.5billion dollars and a less than stellar redesign for both the pepsi and tropicana brand on their hands. Tisk Tisk. The people have spoken indeed.
http://theretrospective.com/2009/01/09/pepsi-launches-rebranding-nobody-cares/
February 23rd, 2009 at 3:46 pm
I still bought it, because I can read. If you care about what packaging your orange juice comes in, you have some serious problems (or you need bigger problems).
February 23rd, 2009 at 3:59 pm
Wonder what made you buy packaged orange juice, Tropicana, in the first place? :)
February 24th, 2009 at 5:24 am
The new design did suck!
1- why toss away the «straw in the orange», it’s their symbol, it’s why customers buy this particular brand. A glass of orange doesn’t say anything…
2- the new typo used tu write «Tropicana» is overused these days. We see it everywhere. Why?!?! it’s so ugly!
3- it’s clear they went on with the project, without doing a customer appreciation survey!
4- HAHAHA…so much money down the drain for pespi! :D
5- and to Anthony, even if you don’t like the idea, yes the package does make a difference in the final sale.
February 24th, 2009 at 12:23 pm