The US butter company removed the iconic figure of a Native American woman “Mia” from its products. Here's the offending logo, alongside the one that preceded it: People don't like change. Arnell also explained “We no … Tropicana is a very famous brand that sells fruit juice worldwide. Whenever you find yourself on the side of the majority, it is time to pause and reflect. This can be seen in computer interfaces and is primarily the reason why the save icon is a diskette. It's one of the reasons Yahoo has chosen to ease people in and experiment rather than up and change things without some preparation. There are several points which we can learn from Tropicana’s marketing strategy mistake. However, newly redesigned package highly criticized and rejected by its customers. Packaging is just packaging, right? Tropicana doesn’t need any introduction, it is a very famous brand which sells the fruit juice worldwide. After redesigning their packaging in 2009, sales for their premium orange juice dropped 19%. Tropicana brand is owned by PepsiCo, which decides to replace existing packaging of its best selling orange juice in North American market. Is it OK to drink Tropicana juice right after a workout? Packaging for food products often includes important nutrition information so consumers can make smart dietary choices when shopping. In 2009 Tropicana's redesign failure has provided brand managers with their most powerful weapon "case study" to use against other brand stakeholders pushing for greater or a radical packaging and branding design change. Tropicana is a world famous fruit juice brand that sells in huge quantities around the world. Tropicana's headquarters are in Chicago. Additionally, there were more details like it contains pulp or not which helps to customers in making a decision of buying the product or not. Tropicana, it turns out, is a division of Pepsi Corporation (NYSE:PEP) (just as Minute Maid is a division of Coca-Cola Corporation (NYSE:KO), but you knew this, right?) … Could Tropicana’s packaging redesign have caused this decline without any change to the actual product? Most of the product packaging designs during this decade feature bright colors and a lot of design elements. They didn't trust [the new logo].". The generic logo made people expect a generic product. Notify me of follow-up comments by email. It was founded in 1947 by Anthony T. Rossi in Bradenton, Florida. There was also no designation like pulp or pulp free product which makes consumers difficult to choose the right product. The package has changed and they wonder if what's inside has, too. "Tropicana has something like eight feet in the refrigerated section. When it comes to packaging, size matters. People rarely consciously look at logos. This was the packaging that … Walt Disney: Story from failure to success. Why does orange juice from Tropicana taste different from Simply Orange if they're both 100% Orange Juice? sells about 4 billion glasses per year. People recognized it. Cadbury dramatically change their Dairy Milk packaging – but it’s for a very important reason Lucy Buglass September 5, 2019 2:49 pm Credit: Getty Images "We don't change something this famous just because we feel like it," said Neil Ducray, director of marketing at Nestle Rowntree. What he brought back appalled her. Pepsi Pulls Much-loathed Tropicana Packaging Laid up with the flu recently, my daughter sent her boyfriend out for chicken soup and orange juice. Here, now, are the answers to all your burning questions about milk in … It’s Tropicana orange juice and you’ve probably seen it (well, the old packaging, on the left) in the local supermarket. It is why the humble cigarette packet is at the centre of such fierce debate. The sales figures came out to reveal sales of the Tropicana Pure Premium line had plummeted by a whopping 20% . Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. In many countries, it is the last place where manufacturers can advertise their brand. We’re excited to launch the new packaging of Tropicana which allows you to see the freshness of the juice inside! Anonymous: “The new packaging sucks. The change in packaging has been well-received by members of the Native American community. 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. After Tropicana’s packaging redesign, customers immediately expressed their dissatisfaction via letters, e-mails, social media and telephone calls. 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 answer is easy: a lot. Design trends come and go. Imagine Amul doing away with the iconic image of the Amul Girl from its packaging, one that … Why did a 92-year-old butter company change its logo? Tropicana packaging redesign is one of the re-branding disasters. You can't even get it out of the store But, it wasn’t until 1890 that the iconic packaging design of the glass bottle that we see today began to take shape. Now that the numbers are out, it's clear why PepsiCo's Tropicana moved as fast as it did. You have entered an incorrect email address! "About five years ago [Tropicana] went to this very clean but kind of cold-looking logo, and their sales dropped 20% in one month. Starbucks makes a change Starbucks sells about 4 billion glasses per year. Iconic Packaging: The Present Day Dairy Milk bars changed to a full-colour plastic wrapper in 2009 to ensure freshness, the first radical change in its packaging style in decades—though it still kept a paper wrapper style in some If I accidentally stored a carton of unopened Tropicana orange juice in my bag overnight and I pull it out the next day, do I have to throw it away or can I just put it in the fridge and keep it? We’ve heard from many of our Tropicana fans and juice consumers in general that this is an important factor for them when buying juice. In hindsight, it’s easy to see why Tropicana’s 2009 rebrand failed. How people will remember the glory days "We have done research that shows kids today have so many different influences that we need to keep the brand and the packaging fresh and interesting for them. This site uses Akismet to reduce spam. Some pundits said they weren't recognizable," Ryan said. Every glass of Tropicana is filled with a million little sips of sunshine. Happiness is not a goal; it is a by-product. Product variations are easily distinguished at a glance. My standby, Tropicana Orange Juice (with Some Pulp) was no longer there. Sign up for Innovation Inc. By clicking ‘Sign up’, you agree to receive marketing emails from Business Insider Tropicana packaging redesign failure is the on of the marketing disaster occurred due to change of brand logo. Tropicana packaging had never shown the inside of the orange, and designers felt that they could better emphasize the purity of the juice by displaying the juice itself. On January 9th 2009, the PepsiCo-owned drinks division took the decision to replace its package design for the North American market with an updated creative execution. People rarely consciously look at logos. He reminded viewers of Tropicana's efforts to modernize its classic straw-in-orange packaging. It doesn't seal tight. Money Doesn’t Buy Happiness, Neither Does Poverty. Tropicana Products, Inc. is an American multinational company which primarily makes fruit-based beverages. But why doesn’t the reclosable lid attach securely? Learn how your comment data is processed. References: NY Times, businessinsider, thebrandingjournal. Bloomberg's Market Makers brought on Olson Chief Creative Officer Dennis Ryan, a veteran of campaigns for Target and Budweiser, to discuss Yahoo's logo strategy. passion for Tropicana’s original look: “We underestimated the deep emotional bond [consumers had with the original packaging]. Get 100% pure squeezed orange juice from Tropicana®. My mentality is to enhance everyone's life around me. So why did some countries adopt the milk pouch, while others did not? TROPICANA has shrunk its “Family Size” juice cartons from 1.75 litres to 1.6 litres – while keeping the price the same. In old packaging, Tropicana logo was at top of the package in a horizontal read supported by an orange with a straw. and a few months ago it had a remarkable misstep with its packaging design… Tropicana packaging redesign failure: This time we like to feature failure story which allows you to learn from past mistake. A few weeks ago, shopping for my family at the supermarket, I did a double-take in front of the juice display. Subscriber When he launched a new design for Tropicana, Peter Arnell gave a rambling, pseudo-intellectual explanation of the packaging. as well as other partner offers and accept our, brought on Olson Chief Creative Officer Dennis Ryan, a veteran of campaigns for Target and Budweiser, to discuss, "About five years ago [Tropicana] went to this very clean but kind of cold-looking logo, and. Today’s design standards on the other hand tend to go th… While corrugated packaging makes the best use of secondary raw materials, there is an increased need for a separate collection of paper and board — not only to ensure high-quality material for recycling, but also because we Their shopping habits were formed years ago, and don't change, especially for essentials. When Tropicana tried to change things up, customers revolted, and they lost a fifth of their sales in a matter of weeks. And that’s exactly why I wish the folks at Tropicana had recognized that their recent packaging “crisis” wasn’t even a crisis at all. Why did you change to plastic bottles? In a research paper, INSEAD Associate Professor of Marketing Pierre Chandon and co-author Nailya Ordabayeva, an INSEAD PhD student, found that changes in the shape of packaging or portions can have a … In this case-study we will find main reasons. CTRL + SPACE for auto-complete. And this mistake allows us to learn something about design and packing of products. But eagle avoids rain... Packaging design and campaign both were created by the same agency. After all, it’s the product that really matters. By visiting our website you agree to Terms of Use and privacy policy. Since 1998, it has been owned by PepsiCo. Ketchup lovers, eat your hearts out, because in 1970, the Heinz Company introduced some “big” changes in Beyond this, the packaging also changed the positioning, In the old packaging there was the positioning of high-quality juice that is so good like you’re drinking it right from the orange with straw. See below for the Tropicana history with our timeline. But Then A U-turn? A leading-edge research firm focused on digital transformation. For instance, the 90s-favored skeumorphic designs, which refers to the design concept of making items resemble their real-world counterparts. If you want to shine like a sun, first burn like... All birds find shelter during a rain. But when packaging suddenly changes in a big way, they definitely notice. From our Pure Premium to our lower sugar Trop50, we have juice to suit everyone. The poster child for packaging and branding redesign, failure is Tropicana. The international coffee chain Starbucks will make the change to an eco-friendly packaging design that allows its customers to recycle the packaging of the products. In new packaging, positioning goes from being a high-quality juice to a glass of orange juice. In the new packaging, the name Tropicana was at vertical read which makes extremely difficult for the consumer to read. Those consumers are very important to us, so we responded.” The case of the unsuccessful brand’s If you’re thinking this way as a business owner, you might be setting yourself up for failure. Be who you are and say what you feel, because those who mind don’t matter and those who matter don’t mind. since. Account active And orange with straw replaced by glass. The upper arched curved Tropicana typeface is gone and overall, their packaging design just looks rather bland and generic. The healthiest competition occurs when average people win by putting above average effort. The lid falls off with barely a nudge.” Anonymous: “Absolutely dreadful package. Their shopping habits were formed years ago, and don't change, especially for essentials. 1937 – ‘The Pool’ opens its doors to the public for the first time following a £60,000 project, … But when packaging suddenly changes in a … Few Things To Be Learnt From Tropicana’s Packaging Redesign Failure​, Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Be who you are and say what you feel, because those…, Whenever you find yourself on the side of the majority, it…. Annoyed families over the weekend spotted the top-selling juice brand h… Tropicana is among several PepsiCo brands whose packaging and logos have been recently redesigned by Arnell. And when a logo or packaging  for a favorite product changes, it creates trust issues. And how do those pouches work, anyway? Because of this disaster Tropicana later bring back the old version of packaging. A look into the tech transformations underway at the world's largest companies. Think Progress suggested the U.S. Food and Drug Administration faces increasing pressure to change its labeling laws about what is healthy . Write CSS OR LESS and hit save.