Our culture moves very quickly these days and progressive consumers reward brands that make smart changes. Tropicana launched the new packaging for its best-selling product in North America in January of 2009. 10th November 2020. 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. How Will The RPI Inflation Change Impact You? As for the posters, I don’t associate juice with hugs. I like a lot of pulp in my oj and it seems like it is getting harder to find that on the shelves “Historically, we always show the outside of the orange. “Managing risk in a package redesign: what can we learn from Tropicana? 5. An apparently small but vocal group decried the new packaging. My preference was hidden in small type; the cartons no longer differentiated on the shelves. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana had paid Arnell $35M. Tropicana’s consumers didn’t recognize or like the new product design, and therefore decided not to purchase it. The website reports on the importance of branding within marketing strategies and how it empowers organizations and shapes consumer behavior around the world. 6. Interesting article about packaging design. 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 That decision alone should have been an indicator that those in charge were clueless. The new design looked like the generic no-name OJ that’s created by mixing water with concentrate. Fruit juice brand Tropicana has launched a Christmas pack design across its range. 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. 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 This is based on a case study by The Branding Journal. How Can Sustainable Sourcing For FMCG Reignite Customer Loyalty? Thank you Marion for the article, it helps me a lot because i just start to studying about branding for business . Thank you for such a great article. Happy to hear your comments! This was the packaging that … After its package redesign, sales of the Tropicana … Take a look at Starbucks redesign of Tazo Tea and rethink your advice that only weak brands execute revolutionary redesigns. The great thing about Tropicana Pure Premium® is that taste and nutrition go hand in hand. for all the marketers this is an amazing case study to read it before any re-branding brainstorming session. You could put it in the Branding Hall of Fame and retire the category. The agency decided then to take the orange and move it to the lid of the bottle. Fruit juice brand Tropicana has kicked off the Christmas season with the roll-out of a new festive pack design across its core range. Then, it was faced with a new equity, that was built through years of television spots, of a straw in an orange. The Tropicana case does prove that packaging makes a big difference in some way! 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. And orange with straw replaced by glass. 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. This website uses cookies to collect and analyse information on site performance and usage, customise advertisements, and allow you to access content. Big brands should indeed take some risks, I totally agree with you – especially with packaging, which is a very powerful tool. To me, the Tropicana case came down to leaving a powerful visual asset for a weak one. Anyway, that is what I learned from my college professor many years ago and so I have always followed that advice. It impedes the ability to greatly elevate their brands. Thanks for sharing! Delicious! One of the biggest changes is the replacement of the classic orange which has become a symbol of Tropicana. 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. Tropicana invested 35 million dollars in an advertising campaign that promoted the new packaging for the fruit juice brand. 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. Beware the Smartest One In The Room, folks. I’m very curious about the Herbal Essence packaging re-design case, I’ve tried searching for the article but can’t find it =(. Meeting a client’s needs can present unusual challenges. The mission of advertising is to inform and communicate sensations that will last in the long-term. 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. When he launched a new design for Tropicana, Peter Arnell gave a rambling, pseudo-intellectual explanation of the packaging. 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. 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”. “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. This sounds useful if the design can also help enforce your brand so that it can be easily recognized. 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. Two months later, sales dropped by 20%, and this spectacular decrease in sales represented a lost of 30 million dollars for Tropicana. And the new packaging made it hard for me to buy it. Branding for political parties: The 2015 UK General Elections analyzed by Siegel+Gale, The Top Branding Agencies In The World [2020]. 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. 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 Rolls Out New Festive Packaging. I ended up not buying any orange juice for awhile. Tropicana - New Packaging - Complaint Showing 1-49 of 49 messages. Who the heck cares? 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. My initial response to the packaging was: It’s really a helpful blog for us. Thank you for the nice and informative post. That’s asking for trouble. The white carton lacks a defined contour and “hides” on the shelf. 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. Not all equities are assets. Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. The juice is yellow. Starting next month, Tropicana will bring back cartons with the familiar logo of a straw stuck into an orange. As mentioned, the vertical type and absence of heritage brand identification was a significant branding error. In total, this initiative cost Tropicana more than 50 million dollars. Keep it up. Another important difference between the two packs is the new logo design. – Marketing Journal: Young Scott y Ciummo Vicenzo. They should have tested the new packaging and advertising with current customers and customers from the competition. The new Tropicana Pure Premium packaging (right) had been on the market less than two months before the company scrapped the redesign. Through advertising, companies have more time and support to communicate emotions and new values. Unfortunately for Tropicana, their new packaging and branding design was a major flop and was completely rejected by their customers. In this case, many consumers didn’t recognize the product on supermarket shelves. The Tropicana redesign illustrated the considerable power of packaging. 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. 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. 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. There’s a reason for that. 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. 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. Tropicana’s limited period Christmas packs will once again give shoppers that festive feel-good factor this winter.”. However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. Tropicana is a very famous brand that sells fruit juice worldwide. Would the brand owners then say, “no, too much of a change”? Some people described the new packaging as “ugly” or “stupid,” and said that it resembled “a generic bargain brand” or a “store brand.” Don’t you think this should a critical step to a methodical procedure intended to leverage brand value? I agree the brand copy, visuals are not related to rebranded packaging. “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. 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. When Tropicana tried to change things up, customers revolted, and they lost a fifth of their sales in a matter of weeks. A few days later, consumers started criticizing the new design, especially on social networks. Orange juice is a literal commodity (any unit is essentially indistinguishable from any other unit). Yes, it was also about recognizing the brand but, let’s say the brand started with a generic glass of OJ. As an end-consumer I would love to sip a real tropicana. 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’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. The new designs had to stand out from other Tropicana lines but still align with the entire Tropicana portfolio. Conversely I don’t like the imagery of cutting my loved ones in half and squeezing the life out of them for breakfast. 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. In fact, we’ve seen many cases (Herbal Essences comes to mind) in which significant packaging changes have driven sales. In fact, the new packaging released by Tropicana this year had a sour effect on customers. By continuing to use the website site you agree to our use of cookies. Fruit juice brand Tropicana has kicked off the Christmas season with the roll-out of a new festive pack design across its core range. In the case of Tropicana, the packaging codes weren’t, and this caused the failure of the new design. “Stick a straw in an orange and drink it down” is a superlative visual presentation of an implied benefit. Both the packaging design and the advertising campaign were created by the same agency; Arnell. “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.”. And I hope you will write more! 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 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 wasn’t something that came out in the research. For me it is a bold move and the attention to details are much appreciated. To understand this strategy failure, it is important to analyze what did Tropicana change in its packaging design. To find out more, visit the cookies section of our privacy policy here. Marion, the only thing missing is an easy to remember consumer contact number i.e. 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. It's considered a packaging redesign failure dubbed the "Tropicana Crisis". Informative post. I think a lot of your recommendations are far too general. Creative agency Arnell was in charge… It prevents the nitrates from turning into carcinogenic nitrosomines. Thank you Claudia! A great example is the Herbal Essences’ packaging redesign after changing their target market. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands. The fruit identifies the product. According to Neil Campbell, president of Tropicana North America, “We underestimated the deep emotional bond” their most loyal customers have with the brand. 7. I’m currently learning marketing and this is a good read for me so thank you =) I don’t associate fresh orange juice with hugs and squeezing my family Product variations are easily distinguished at a glance. Very insightful article! No longer looks rich. “We wanted to take the orange and put it somewhere. 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. Thanks to you for guidance an amazing way. 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. Hi Marion, It;s very amazing Packaging ideas i really love it Thanks. 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. Their new packaging is much cleaner and un-descript when compared to the previous design. The main message communicated in this campaign was “Squeeze, it’s a natural”. Caroline Wilding, Marketing Manager Tropicana UK, commented: “This year, we have seen shoppers turn to brands they love and trust. Tropicana’s seasonal on-pack design is rolling out in-store this month across 950ml, 1.4l and 1.6l formats. References: Indeed, the packaging is the silent sales rep on the shelf, and we should not underestimate it’s power. 4. 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. Customers disliked the new carton design for Tropicana Pure Premium so much the company announced Monday it is pulling the plug on them. Why the about face? What I love is Tropicana juice. There was also no designation like pulp or pulp free product which makes consumers difficult to choose the right product. But when packaging suddenly changes in a big way, they definitely notice. 2. Trop traded an asset for a (generic) liability. 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. To promote the development on the packaging front, they have also launched a new campaign, Hawabaazi Gone, Asli On. 1-800 ORANGE JUICE. I don’t feel anything wrong in it. Consumers began criticizing the new design a few days later, particularly on social networks. Ridiculous. It really depends on the case, and on the brand. 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. Much has been written about Tropicana these last couple of months since they first introduced the new packaging. Hello Alex! Tropicana’s two new high-speed packaging lines meant big changes for two operating facilities. What was fascinating was that we had never shown the product called the juice.”. PepsiCo Launches Reusable Packaging Pilot for Tropicana Orange Juice and Quaker Cruesli in Paris. Of course, this only applies for successful brands such as Tropicana. Brand Packaging (August 2009). First of all let’s summarize the facts to better understand the reasons for this packaging failure. Very interesting case! The brand opted to trade in the traditional font and logo for a more modern and updated look. New look to a traditional brand, a story for retail. Packaging is the last communication element brands have with consumers on the purchasing decision process. 1. confusion – couldn’t recognize the brand that I had always trusted Branding is a complex subject and it is often difficult to predict the market’s reaction to a strategy change. 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. Vitamin C helps support a healthy immune system – and 100% of your daily vitamin C is in every glass. Time to reassess relative competitive appeal vs competing brands in the category that ‘stay the same’. “…What was fascinating was that we had never shown the product called the juice.”. Even that can be sort with a kick-ass marketing campaign. The main image is a glass filled with orange juice - emblematic of the 8 oz. Of course, packaging and advertising strategies should always be in line, as with any marketing activity in general. It is important to always consider this before making changes to packaging designs. PepsiCo has replaced its white opaque jug with a new clear container for its multi-serve Tropicana Pure Premium orange juice. Advertising and packaging design are very different communication tools. Shame on Arnell and the brand owners for missing that. The changes need to be done progressively to ensure the consumer will still recognize the brand. I’ve worked with clients scarred by the Tropicana ordeal and they’ve taken away similar “don’t change too much” lessons.
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