Tropicana recently underwent a facelift at the hands of Peter Arnell, an Omnicon Agency. The agency, who was in charge of rebranding the popular provider of orange juice, butchered the redesign and after colossal amounts of complaints came pouring in from consumers, the $35 million redesign is being tossed to curb and Tropicana is reverting back to the brand’s previous look.
As a life long Tropicana drinker, this past weekend while making a stop at the grocery store I admit even I was taken aback by the new packaging. It’s far from subtle and pretty jolting to the consumer familiar with the orange being punctured with a straw logo. The new packaging is far more contemporary and doesn’t even slightly resemble any previous conception of Tropicana so I’m not surprised it was panned by the public.
Instances like this show that a lack of research and connecting with the public can be extremely costly. As someone pursuing brand imaging, it’s interesting to see what flops and what excells. Taking brands with notable and recognizable logos, like Tropicana, and completely revamping them is unnecessary and risky. There are better ways to make changes and stay relevant, one the best I’ve seen recently was Pepsi. They made subtle changes but not so drastic that their product and brand were completely unrecognizable to their consumers.
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3 comments:
I agree with what you said in class the other day, if a product is recognized by its package/brand then why change it all together? If it needed to be revamp, revamp it but not so drastic that a loyal customer does not recognize it. I wonder if Tropicana did testing before they put the new look on the shelf. It would seem that they did not otherwise they would have know what a backlash they would get.
I couldn't imagine seeing a Tropicana carton on the shelf without the "straw in the orange" image. That has been a staple of their company's brand for so many years, I still remember the commercials where the orange would go rolling across the screen and a straw would be stabbed into it. When a brand has such a well established image and is associated with exactly what they are trying to sell, why spend $35 million to change it. That money could have been spent on more orange crops, better technology for packaging or research into new markets. If it ain't broke don't fix it.
Really??? I assume that companies spend the time to do their homework. In other words, research the market, use surveys and focus groups and monitor social media. This is 35 million we are talking about after all. You would expect a lot more from big companies. WE ALL LOVE THE OLD TROPICANA!!!
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