However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. I’d like to call the attention to a few aspects. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. Very interesting! Thank you for such a great article. Delicious! Anyway, that is what I learned from my college professor many years ago and so I have always followed that advice. 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. And orange with straw replaced by glass. 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. Tropicana launched the new packaging for its best-selling product in North America in January of 2009. Branding for political parties: The 2015 UK General Elections analyzed by Siegel+Gale, The Top Branding Agencies In The World [2020]. Tropicana invested 35 million dollars in an advertising campaign that promoted the new packaging for the fruit juice brand. The great thing about Tropicana Pure Premium® is that taste and nutrition go hand in hand. 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. Starting next month, Tropicana will bring back cartons with the familiar logo of a straw stuck into an orange. […] Those consumers are very important to us, so we responded.” explained Mr. Campbell, president at Tropicana North America in Chicago. But when packaging suddenly changes in a big way, they definitely notice. Fruit juice brand Tropicana has kicked off the Christmas season with the roll-out of a new festive pack design across its core range. No longer looks rich. Both the packaging design and the advertising campaign were created by the same agency; Arnell. I’m currently learning marketing and this is a good read for me so thank you =) 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. It is important to always consider this before making changes to packaging designs. – Marketing Journal: Young Scott y Ciummo Vicenzo. 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. 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. PepsiCo has replaced its white opaque jug with a new clear container for its multi-serve Tropicana Pure Premium orange juice. 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. for all the marketers this is an amazing case study to read it before any re-branding brainstorming session. By continuing to use the website site you agree to our use of cookies. “. 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. Happy to hear your comments! 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. Tropicana’s limited period Christmas packs will once again give shoppers that festive feel-good factor this winter.”. The new Tropicana Pure Premium packaging (right) had been on the market less than two months before the company scrapped the redesign. it’s important to have memorable designs. Those posters just make me go WTF?? Not all equities are assets. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. 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. Don’t you think this should a critical step to a methodical procedure intended to leverage brand value? Through packaging design, companies need to communicate in a more direct, clear and identifiable manner, as the consumer is about to make its final purchase decision. Do not hesitate to share your views again on other articles of the site . For me it is a bold move and the attention to details are much appreciated. Your opinion about the packaging designs and posters is very interesting. 4. New look to a traditional brand, a story for retail. Thank you for the nice and informative post. There’s a reason for that. If you want to redesign your product’s packaging, make sure you do not change everything at once. Solution In order for the cartons to stand out, it was important for Shikatani Lacroix to identify specific brand attributes that would quickly connect with consumers. Perhaps the problem goes beyond this emotional bond consumers had with the old packaging. 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. Shame on Arnell and the brand owners for missing that. 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. They’ll get you killed, every time. 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. Through advertising, companies have more time and support to communicate emotions and new values. Orange juice is a literal commodity (any unit is essentially indistinguishable from any other unit). I think a lot of your recommendations are far too general. 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. First of all let’s summarize the facts to better understand the reasons for this packaging failure. 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. “Historically, we always show the outside of the orange. “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. This sounds useful if the design can also help enforce your brand so that it can be easily recognized. During the festive season, chilled fruit juice category sales accelerate to +121% in comparison to the rest of the year and, as we now move towards Christmas, retailers have a great opportunity to capitalise on this demand. Then, it was faced with a new equity, that was built through years of television spots, of a straw in an orange. In the case of Tropicana, the packaging codes weren’t, and this caused the failure of the new design. Our culture moves very quickly these days and progressive consumers reward brands that make smart changes. 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. The brand opted to trade in the traditional font and logo for a more modern and updated look. The Branding Journal is an independent online journal that publishes information and resources about branding strategies worldwide. When Tropicana tried to change things up, customers revolted, and they lost a fifth of their sales in a matter of weeks. Thank you for your wonderful blog. 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”. If your brand and product are not doing well, a total rebrand can be a good solution to save the product on the market. “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 … The new designs had to stand out from other Tropicana lines but still align with the entire Tropicana portfolio. “We underestimated the deep emotional bond they had with the original packaging” […]“What we didn’t get was the passion this very loyal small group of consumers have. Very insightful article! 2. It walked away from a brilliant visual metaphor of drinking right from the orange. And I hope you will write more! – Online: CBS News, NY Times, NY Times (2) The fruit identifies the product. Would the brand owners then say, “no, too much of a change”? Take a look at Starbucks redesign of Tazo Tea and rethink your advice that only weak brands execute revolutionary redesigns. Unfortunately for Tropicana, their new packaging and branding design was a major flop and was completely rejected by their customers. How Can Sustainable Sourcing For FMCG Reignite Customer Loyalty? Keep it up. I never underestimate the power of consumers, they feel connected with tropicana somehow. Caroline Wilding, Marketing Manager Tropicana UK, commented: “This year, we have seen shoppers turn to brands they love and trust. What I love is Tropicana juice. 1-800 ORANGE JUICE. Interesting article about packaging design. My preference was hidden in small type; the cartons no longer differentiated on the shelves. 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. When he launched a new design for Tropicana, Peter Arnell gave a rambling, pseudo-intellectual explanation of the packaging. Very interesting insights. Their new packaging is much cleaner and un-descript when compared to the previous design. 1. Cheers ! 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. Packaging is the last communication element brands have with consumers on the purchasing decision process. The juice is yellow. 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. 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. Customers disliked the new carton design for Tropicana Pure Premium so much the company announced Monday it is pulling the plug on them. Unfortunately, the new package design was immediately and flatly rejected by both customers and brand critics alike—costing Tropicana an additional $33M in lost sales revenue and breeding ill will across the internet. Creative agency Arnell was in charge… Props to Debbie Millman for the original design! 3. Two months later, sales dropped by 20%, and this spectacular decrease in sales represented a lost of 30 million dollars for Tropicana. 5. Tropicana unveiled new packaging in January in the US. In this case, many consumers didn’t recognize the product on supermarket shelves. I ended up not buying any orange juice for awhile. Tropicana was a dumb change. To understand this strategy failure, it is important to analyze what did Tropicana change in its packaging design. I’m very curious about the Herbal Essence packaging re-design case, I’ve tried searching for the article but can’t find it =(. This will ensure consumers accept the change in a positive manner! Save my name, email, and website in this browser for the next time I comment. Tropicana’s consumers didn’t recognize or like the new product design, and therefore decided not to purchase it. The logo size was also reduced to highlight the message: “100% Orange Pure and Natural”. Indeed, the packaging is the silent sales rep on the shelf, and we should not underestimate it’s power. That wasn’t something that came out in the research. I don’t associate fresh orange juice with hugs and squeezing my family A few days later, consumers started criticizing the new design, especially on social networks. I like a lot of pulp in my oj and it seems like it is getting harder to find that on the shelves According to Neil Campbell, president of Tropicana North America, “We underestimated the deep emotional bond” their most loyal customers have with the brand. Marion, the only thing missing is an easy to remember consumer contact number i.e. It's considered a packaging redesign failure dubbed the "Tropicana Crisis". 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 They should have tested the new packaging and advertising with current customers and customers from the competition. That’s asking for trouble. 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. 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 … “As shoppers look to their favourite food and drink items to enjoy over the festive period, we’re expecting a seasonal spike in ‘Not from Concentrate’ juice sales over the Christmas period. The agency decided then to take the orange and move it to the lid of the bottle. We engineered this interesting little squeeze cap here … so that the notion of squeezing the orange was implied ergonomically.”. 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. 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. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. 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. Who the heck cares? First, I did not get any lead about using consumer research to test the effects of such a change, before committing to it. 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. Brand Packaging (August 2009). As for the posters, I don’t associate juice with hugs. It impedes the ability to greatly elevate their brands. I love Tropicana. 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. Time to reassess relative competitive appeal vs competing brands in the category that ‘stay the same’. More… UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. They don’t come much better. Of course, packaging and advertising strategies should always be in line, as with any marketing activity in general. “Managing risk in a package redesign: what can we learn from Tropicana? Some people described the new packaging as “ugly” or “stupid,” and said that it resembled “a generic bargain brand” or a “store brand.” That decision alone should have been an indicator that those in charge were clueless. Beware the Smartest One In The Room, folks. Why the about face? 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. 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 The main image is a glass filled with orange juice - emblematic of the 8 oz. 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. Unfortunately, so many Pepsi folks still hold onto the scars of this experience and resist change to a fault. Product variations are easily distinguished at a glance. To promote the development on the packaging front, they have also launched a new campaign, Hawabaazi Gone, Asli On. How Will The RPI Inflation Change Impact You? The website reports on the importance of branding within marketing strategies and how it empowers organizations and shapes consumer behavior around the world. Tropicana’s seasonal on-pack design is rolling out in-store this month across 950ml, 1.4l and 1.6l formats. One aspect of the new Tropicana packaging is being salvaged: plastic caps for the cartons shaped and colored like oranges. In fact, the new packaging released by Tropicana this year had a sour effect on customers. Tropicana’s two new high-speed packaging lines meant big changes for two operating facilities. Unlike packaging design from scratch, repackaging is to walking a fine line: how to appeal to new consumer groups while retaining the old ones! What was fascinating was that we had never shown the product called the juice.”. Fruit juice brand Tropicana has launched a Christmas pack design across its range. 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. You could put it in the Branding Hall of Fame and retire the category. It is a more flexible communication support over time. 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. Then appeared a series of confusions in consumers’ minds who lost their main reference elements to recognize the product. The focus on “100% Orange” instead of “Pure Premium”. Thank you Marion for the article, it helps me a lot because i just start to studying about branding for business . To find out more, visit the cookies section of our privacy policy here. Do you have any information about? It’s really a helpful blog for us. 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. Your email address will not be published. As an end-consumer I would love to sip a real 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 white carton lacks a defined contour and “hides” on the shelf. Vitamin C helps support a healthy immune system – and 100% of your daily vitamin C is in every glass. And the new packaging made it hard for me to buy it. 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. Yes, it was also about recognizing the brand but, let’s say the brand started with a generic glass of OJ. Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana had paid Arnell $35M. Very interesting case! Informative post. However, there are some communication codes to each domain that need to be respected. I’ve worked with clients scarred by the Tropicana ordeal and they’ve taken away similar “don’t change too much” lessons. Its design and content are essential to the brand because it will influence the consumer’s decision at the last minute. References: The Tropicana case does prove that packaging makes a big difference in some way! This was the packaging that … We will try to write about the Herbal Essence packaging case soon! To me, the Tropicana case came down to leaving a powerful visual asset for a weak one. The new packaging design is sleek and simple, focusing on the quality of the contents and the health benefits of orange juice. Trop traded an asset for a (generic) liability. When the changes happen to major brands they curse at first and they start to feel that the change is needed and feel proud about it. The Tropicana redesign illustrated the considerable power of packaging. Thank you Claudia! “Stick a straw in an orange and drink it down” is a superlative visual presentation of an implied benefit. 4. Tropicana Rolls Out New Festive Packaging. The main message communicated in this campaign was “Squeeze, it’s a natural”. 1. confusion – couldn’t recognize the brand that I had always trusted So you get what you want and what you love. 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. 6. Another important difference between the two packs is the new logo design. This is based on a case study by The Branding Journal. Advertising and packaging design are very different communication tools. I agree the brand copy, visuals are not related to rebranded packaging. It really depends on the case, and on the brand. The redesign broke the customer’s recognition of a familiar consumer packaged goods brand at the point of purchase. Meeting a client’s needs can present unusual challenges. Of course, this only applies for successful brands such as Tropicana. Thanks for sharing! Hi Marion, It;s very amazing Packaging ideas i really love it Thanks. In fact, we’ve seen many cases (Herbal Essences comes to mind) in which significant packaging changes have driven sales. Sales fell by 20% within two months. 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. Conversely I don’t like the imagery of cutting my loved ones in half and squeezing the life out of them for breakfast. 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. My initial response to the packaging was: In my opinion, the orange with a straw was a clear illustration of what consumers could expect. There was also no designation like pulp or pulp free product which makes consumers difficult to choose the right product. It prevents the nitrates from turning into carcinogenic nitrosomines. “…What was fascinating was that we had never shown the product called the juice.”. 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. I don’t feel anything wrong in it. 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. 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. Even that can be sort with a kick-ass marketing campaign. Ridiculous. and welcome a tone! Tropicana - New Packaging - Complaint Showing 1-49 of 49 messages. Tropicana is a very famous brand that sells fruit juice worldwide. PepsiCo Launches Reusable Packaging Pilot for Tropicana Orange Juice and Quaker Cruesli in Paris. . Branding is a complex subject and it is often difficult to predict the market’s reaction to a strategy change. 3. it is really hard to read type that runs vertical (I have even had ads rejected for that from publications in the past) One of the biggest changes is the replacement of the classic orange which has become a symbol of Tropicana. However, I believe that, both from an individual and company-standpoint, we can learn several lessons from Tropicana’s strategic mistake: Consumers have an emotional connection with brands they purchase and can feel betrayed and disappointed if they suddenly can no longer identify with new brand elements of the packaging design. 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. Thank you for sharing such a helpful article. A great example is the Herbal Essences’ packaging redesign after changing their target market. 7. Your email address will not be published. An apparently small but vocal group decried the new packaging. The mission of advertising is to inform and communicate sensations that will last in the long-term. Caroline Wilding, Marketing Manager Tropicana UK, commented: “This year, we have seen shoppers turn to brands they love and trust. Required fields are marked *. Such evocative visual meaning is rare. Thank you for your comment Steven! “We wanted to take the orange and put it somewhere. It’s not the amount of change but, rather, the right change. 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. Big brands should indeed take some risks, I totally agree with you – especially with packaging, which is a very powerful tool. Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. 10th November 2020. As mentioned, the vertical type and absence of heritage brand identification was a significant branding error. 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. The new design looked like the generic no-name OJ that’s created by mixing water with concentrate. The original design makes me think of orange juice. Grocery News, Tools and Training for Key Account Managers (KAMs) working for FMCG manufacturers. This website uses cookies to collect and analyse information on site performance and usage, customise advertisements, and allow you to access content. Consumers began criticizing the new design a few days later, particularly on social networks. “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.”. It is very important to consider the role of packaging design in branding, and its link with merchandising. Much has been written about Tropicana these last couple of months since they first introduced the new packaging. Tropicana released a new advertising campaign along with its packaging strategy. Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. The new design was very different but in that case it worked because they targeted a totally new type of people. The changes need to be done progressively to ensure the consumer will still recognize the brand. Hello Alex! Thanks to you for guidance an amazing way. 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Helps support a healthy immune system – and 100 % orange ” instead of “ Pure ”... Far too general and 100 % of your recommendations are far too general for! Charge were clueless for Key Account Managers ( KAMs ) working for FMCG manufacturers brand started with kick-ass. For this packaging tropicana new packaging roll-out of a change ” remember consumer contact number i.e the. Them for breakfast every time last communication element brands have with consumers on the importance of packaging design section our. Juice brand Tropicana has kicked off the Christmas season with the roll-out of a consumer... Me, the new packaging - Complaint Showing 1-49 of 49 messages have driven sales hidden in small type the! Been written about Tropicana Pure Premium® is that taste and nutrition go hand in hand you especially!
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