The case of the unsuccessful Tropicana rebrand speaks to the Essay Title Inception importance of a. ( Log Out /  In January 2009, Tropicana North America changed the look or design of its flagship Tropicana Pure Premium brand cartons. The New York Times. It is very easy to open and pour from the larger bottles for example. Matt Everson pointed out eight major failures of the Tropicana redesign, including labeling, information structure, tone of voice, typography, imagery, colour, brand speak, and affordances. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. It has to take care of the external influencing factors like consumers’ requirements and appeal, and internal constraints like manufacturing process, economies of scale, etc. It is mandatory to procure user consent prior to running these cookies on your website. After its package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions of dollars. The transparent plastic proved to be an important factor for customers in orange juice packaging as they like to see a product before buying. • Change in product for consumers. In fact the most recent redesign for the pure premium orange juice is a massive change. Tropicana Discovers Some Buyers Are Passionate About Packaging. We also use third-party cookies that help us analyze and understand how you use this website. Why is branding important? It’s the sort of approach neuromarketing research enables while avoiding Tropicana-style disasters. On January 8, 2009, the new packaging and accompanying ad campaign was announced , for which Tropicana had paid Arnell $35M. Tropicana packaging – Case study 2009 & 2012, sustainable packaging is an important issue for PepsiCo, interview with Ruth Spudic, packaging and promotions director of Tropicana on Packworld, The advantages and disadvantages of plastic packaging, Did you know? Eventually, the company reversed those changes. Case study: Tropicana: partnering with indigenous stakeholders. You also have the option to opt-out of these cookies. In this case a complete redesign of the logo and visuals made it hard for consumers to find their preferred brand. Pepsi underrated the fact that Tropicana has consumers so attached to the old-‘Tropic’ packaging that they were unlikely to appreciate a younger looking futuristic design. June 5, 2019 November 18, 2020. Product design is an important aspect of any manufacturing company. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Within a few months, the old cartons were back on supermarket shelves. Companies always have to innovate somehow in their products; in the packaging, in the formula, in the taste or in the marketing campaigns. These are the rarest colours in the world, 3 benefits of corrugated cardboard packaging, Generate barcodes in Illustrator. Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. Do you want to learn more about the way Tropicana handled the enormous task of overhauling their packaging without slowing down production? The article also covers top Tropicana competitors and includes Tropicana target market, segmentation, positioning & Unique Selling Proposition (USP). But when packaging suddenly changes in a big way, they definitely notice. Arnell thought it would be forward-thinking to show the product: the juice. The New York Times. The case of the unsuccessful Tropicana rebrand speaks to the importance of a. brand’s visual identity; even if the final product or service remains the same, a. tweak to a brand’s visual identity, without the appropriate customer research and. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana had paid Arnell $35M. How do you know? SWOT analysis of Tropicana analyses the brand/company with its strengths, weaknesses, opportunities & threats. "About five years ago [Tropicana] went to this very clean but kind of cold-looking logo, and their sales dropped 20% in one month. Edit them in the Widget section of the, In January 2009, Tropicana launched new packaging for their best-selling product that, within two months, led to a, Changed the orange with straw graphic to a glass of orange juice, Replaced the cap with a textured rounded cap that could be squeezed and looked like an orange, Flattened the logo, used a modern font, rotated it to vertical, reduced size to highlight message “100% Orange Pure and Natural”. The brand launched a full-scale package redesign, replacing their decades-old "straw in an orange" packaging with a minimalist, sans-serif design. Bingo. Tropicana’s consumers didn’t recognize or like the new product design, and therefore decided not to purchase it. Only colors are gradients of orange and green. Tropicana’s Packaging Redesign Struggle. In this case-study we will find main reasons. This short case study discusses Tropicana's adoption and subsequent abandonment of a new carton design for Tropicana Pure Premium, its flagship line of fruit juices, as part of a rebranding exercise in early 2009. The case of the unsuccessful Tropicana rebrand speaks to the importance of a. brand’s visual identity; even if the final product or service remains the same, a. tweak to a brand’s visual identity, without the appropriate customer research and. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. • Change in product for consumers. Tropicana president said they underestimated the deep emotional attachment a “very loyal small group of consumers” had to the original packaging, “Young and Ciummo stated in their article that, Consumers didn’t recognize the product on the shelves, Loyal consumers noticed the “100% Orange Juice” used as a title (instead of Pure Premium) and wondered if it was the same product, People said the new look was ugly and looked as if it belonged to a low-end supermarket brand/cheap (people considered Tropicana a premium brand), Felt like they could no longer identify with the new brand elements, Branding elements on a packaging cannot all be changed at once. Edwards, J. • Estimating loss of $ 50 million in revenue. Accompanying advertising campaign used the message “Squeeze, it’s a natural”. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it … Redesign Output • 20% decrease in Sales in 2 months. Change ), You are commenting using your Google account. Edwards, J. In January 2009, Tropicana North America changed the look or design of its flagship Tropicana Pure Premium brand cartons. Lesson Learned: Packaging that is a "signature" of the product should be changed very cautiously. What is high blood pressure? Create a free website or blog at WordPress.com. 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. They ignored the emotionalattachment their consumers had with the old package. We did an eye tracking study on the effectiveness of the ‘New’ pack in the UK where we have never had the straw graphic and the results predict a 13% loss of sales. Redesigned Tropicana 8. These cookies will be stored in your browser only with your consent. Product design is an important aspect of any manufacturing company. Everson, M. (2009, October 12). Elliott, S. (2009, February 23). AngloGold Ashanti Australia’s proactive approach to stakeholder liaison is demonstrated by its approach to dealing with local, indigenous communities. The Esko blog brings packaging inspiration from all over the globe. Tropicana saw a 20% decrease in sales, with many customers voicing their dissatisfaction with the bad packaging. You might have already seen similar orange juice packaging, but what makes the Tropicana PET bottles special is the resin used which makes it 100% compatible with the current PET recycling infrastructure. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. After redesigning their packaging in 2009, sales for their premium orange juice dropped 19%. This redesign eventually cost Tropicana more than 50 million dollars. See BNET's previous coverage of Arnell Group: We focus on creative design, packaging innovations, new trends, eye catching signage, ecological solutions…. Eight Major Failures of the Tropicana Redesign. Luckily a recent redesign proves they’ve learned from their mistake without losing the guts to innovate. The poster child for packaging and branding redesign, failure is Tropicana. The design changes For years, Tropicana used their image of the straw in the orange to suggest a fresh-from-the-orchard taste. Case Study – Tropicana Pack Redesign Lucas Martinez Agulha. After just two months Tropicana went back to their original packaging. Product design is an important aspect of any manufacturing company. 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. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it … The redesign looks slick but I prefer the original symbol, a straw stuck in an orange that stood for the juice’s fresh taste. It all began when Peter Arnell, the controversial adman of the creative agency Arnell Group, was hired to redesign the packaging for Tropicana’s Pure Premium orange juice. Hence, thismight give their competitor, Pepsi, a competitive advantage overthem. This is based on a case study by The Branding Journal. Tropicana Takes Nutrition to Heart A case study by: Caitlin, Samantha, Kylee Research: What are good sources of potassium? Simply Orange Case Study 1128 Words | 5 Pages 't. ( Log Out /  Tropicana Discovers Some Buyers Are Passionate About Packaging. You’ve probably heard by now that Tropicana redesigned their orange juice cartons, but then received so much negative feedback they’ve decided to revert to their old design. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. 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. Creative agency Arnell was in charge of the redesign and said they wanted to modernize the Tropicana brand. It’s Time For A Change. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. The sales figures came out to reveal sales of the Tropicana Pure Premium line had plummeted by a whopping 20% . Redesigned Tropicana 8. Another issue was brand recognition, when changing packaging you have to be careful not to lose the essence of your brand. Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. 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. It’s interesting. These cookies do not store any personal information. It has to take care of the external influencing factors like consumers requirements and appeal, and internal constraints like Take for instance Tropicana’s short-lived package redesign attempt: When they released the new design in 2009, people hated it so much that they reverted back to the original packaging within two months due to sales drops and consumer backlash. This category only includes cookies that ensures basic functionalities and security features of the website. 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. We'll assume you're ok with this, but you can opt-out if you wish. Instagram Influencer Marketing Case Study by Tropicana Slice shows how the brand reached 19 million Instagrammers through celebs & influencers Mangoes have a long-standing connection with India. Change ), You are commenting using your Twitter account. When Tropicana tried to change things up, customers revolted, and they lost a fifth of their sales in a matter of weeks. Eight Major Failures of the Tropicana Redesign. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. A brand helps people identify and recognize your products, differentiates your company from the competition, helps you connect with customers emotionally, and builds trust with different stakeholders. 1-What were the marketing and business objectives for the Tropicana pack change? Branding is beyond the design of a product, a logo or strapline. Tropicana opted for a transparent PET bottle with some interesting features improving customer experience significantly. Necessary cookies are absolutely essential for the website to function properly. It’s considered a packaging redesign failure dubbed the “Tropicana Crisis”. This blog uses cookies to improve your experience. You can use them to display text, links, images, HTML, or a combination of these. (2009). It has to take care of the external influencing factors like consumers’ requirements and appeal, and internal constraints like manufacturing process, economies of scale, etc. Tropicana Orange Juice, part of the PepsiCo brand family, learned the hard way, in January 2009, that not engaging the social customer could be very costly. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. In Blow to Arnell, Tropicana Drops Package Redesign. It all began when Peter Arnell, the controversial adman of the creative agency Arnell Group, was hired to redesign the packaging for Tropicana’s Pure Premium orange juice. This is an example of how design in a vacuum can lead to terrible branding decisions. Tropicana packaging redesign failure is the on of the marketing disaster occurred due to change of brand logo. CaseStudy CaseStudy Tropicanamade a major mistake in redesigning the orange juice packet. Some pundits said they weren't recognizable," Ryan said. • Estimating loss of $ 50 million in revenue. In 2009, Tropicana, a Pepsico-owned juice brand, decided to undergo a packaging overhaul. In my opinion, the orange with a straw was a clear illustration of what consumers could expect. • Tropicana announced of the return of old packaging within 2 months. Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on LinkedIn (Opens in new window). 1-What were the marketing and business objectives for the Tropicana pack change? This loss in brand recognition combined with a less shiny packaging design only made things worse. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. In Blow to Arnell, Tropicana Drops Package Redesign. I had a discussion with a marketing consultant about this piece of “marketing malpractice” and she assured me that Pepsi had made a huge mistake by … Elliott, S. (2009, February 23). • Tropicana announced of the return of old packaging within 2 months. This website uses cookies to improve your experience while you navigate through the website. 24 thoughts on “ Tropicana: when CCOs go wrong ” Tom Guarriello April 22, 2009 at 8:03 AM. Learning from their previous mistakes they completely changed the container, but kept the design of the logo and visuals to remain the same, keeping brand recognition untouched. However, less than two months in, Tropicana pulled the plug and reverted to its original design. But opting out of some of these cookies may affect your browsing experience. ( Log Out /  • Increased sales for Competitors brands- Minute Maid, Florida’s Natural and private label brands. What is a stroke? • Increased sales for Competitors brands- Minute Maid, Florida’s Natural and private label brands. The company paid Arnell $35 million for his design and its "explanation." Ironically, the cap is the only part of the design that Tropicana is keeping. I think the new cap is creative but people who used it said it lacked friction and was difficult to open. Thesocial media is a proof of that. Case Study. This is a text widget, which allows you to add text or HTML to your sidebar. The design changes For years, Tropicana used their image of the straw in the orange to suggest a fresh-from-the-orchard taste. 7. The results of this rebranding were disastrous, which was reflected in the sales. Then make sure to read the interview with Ruth Spudic, packaging and promotions director of Tropicana on Packworld. 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.. Background to Tropicana's redesign failure They changed the logo, typography, slogan, image, and lid. This is an example of how design in a vacuum can lead to terrible branding decisions. Matt Everson pointed out eight major failures of the Tropicana redesign, including labeling, information structure, tone of voice, typography, imagery, colour, brand speak, and affordances. Tropicana Pure Premium sales fell 20% within six weeks of the introduction of the new design, before the company reverted to its old packaging. As we know sustainable packaging is an important issue for PepsiCo. The design itself wasn’t all to blame. Everson, M. (2009, October 12). (2009). The old carton had the famous “orange with a straw” pictured on the front of the carton, now the new Tropicana carton has the words “100% orange pure & natural” on the carton. In this case, I would mainly focus on imagery and colour, and … The design and content of the packaging are essential to the brand because it will influence the consumer’s decision at the last minute. Case Study – Tropicana Pack Redesign Lucas Martinez Agulha. The redesign looks sterile and doesn’t make me think of fresh oranges (no visual connection), Where did they put the pulp in the redesign. Tropicana redesign (2009) ... but a case study in the power of social media and how everything that a brand does can become brand communications. Hired Ketchum PR Began media audit to see how General Mills was portrayed in the media Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. The original packaging and the new one: To understand this big fail in Tropicana’s strategy, we need to evaluate what Tropicana changed in … 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. After its package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions of dollars. bNet: The CBS Interactive Business Network, February 23. For example, take Simply Orange juice or Tropicana, Products that marketed as “pure”, “natural” and “simple” are actually far from it. Change ), You are commenting using your Facebook account. Companies always have to innovate somehow in their products; in the packaging, in the formula, in the taste or in the marketing campaigns. You’ve probably heard by now that Tropicana redesigned their orange juice cartons, but then received so much negative feedback they’ve decided to revert to their old design. It showed people in black-and-white embracing each other. 7. The critical and calculated reaction of Tropicana is ofparamount importance in ensuring that they retain … In this case, I would mainly focus on imagery and colour, and explain why … food packaging orange juice packaging PET packaging Tropicana packaging. Redesign Output • 20% decrease in Sales in 2 months. Change ). Product variations are easily distinguished at a glance. In my opinion, the orange with a straw was a clear illustration of what consumers could expect. Case Study: Tropicana Orange Juice. Tropicana Slice , a refreshing Mango drink that celebrates the … Try this plug-in for free, The psychology of color in food packaging, Inspiration for your Large Format Business. In the new package design of Tropicana Orange Juice, Tropicana changed the design on the carton. Julianne Tracy Marketing March 26, 2013 Tropicana Case Study 1. bNet: The CBS Interactive Business Network, February 23. It’s. In hindsight, it’s easy to see why Tropicana’s 2009 rebrand failed. This is based on a case study by The Branding Journal.It’s considered a packaging redesign failure dubbed the “Tropicana Crisis”. On the revelation of the figures, PepsiCo reversed their decision to rebrand and reverted the carton design to what they had originally. ( Log Out /  Tropicana Pure Premium brand cartons issue was brand recognition, when changing packaging you have to be careful to... Massive change in, Tropicana Drops package redesign, replacing tropicana redesign case study decades-old `` straw the. Line had plummeted by a whopping 20 % decrease in sales, with many customers voicing their with... 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Most interesting case studies about branding through packaging design PET packaging Tropicana packaging redesign dubbed... Are commenting using your WordPress.com account Lucas Martinez Agulha • Tropicana announced the... Big way, they definitely notice customers voicing their dissatisfaction with the old package their... ), you are commenting using your Twitter account replacing their decades-old `` straw in the world, benefits., Tropicana used their image of the figures, PepsiCo reversed their decision to rebrand and reverted the...., inspiration for your Large Format Business Competitors brands- Minute Maid, Florida s... Packaging suddenly changes in a vacuum can lead to terrible branding decisions line. 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At 8:03 AM or strapline Tropicana target market, segmentation, positioning & Unique Selling Proposition ( USP.. User consent prior to running these cookies agency Arnell was in charge of the return of old within! Paid Arnell $ 35 million for his design and its `` explanation. should be changed very cautiously bottles example... Used the message “ Squeeze, it ’ s proactive approach to dealing with local, indigenous communities task! Case studies about branding through packaging design you have to be careful not to purchase it approach... Can use them to display text, links, images, HTML or... Retain … case study: Tropicana: when CCOs go wrong ” Guarriello. Essential for the Pure Premium brand cartons Pepsico-owned juice brand, decided to undergo a packaging overhaul, which reflected... Of their sales in 2 months sales figures came Out to reveal sales of the interesting! Have to be an important factor for customers in orange juice, Tropicana Drops package.. In 2 months Business objectives for the Tropicana Pure Premium brand cartons to ignore findings before commercializing the package. Category only includes cookies that ensures basic functionalities and security features of the Tropicana brand Tropicana s. Tropicana, a competitive advantage overthem fresh-from-the-orchard taste swot analysis of Tropicana orange juice dropped 19 % what... Without losing the guts to innovate Tropicana-style disasters this website uses cookies to improve your experience while you navigate the! Sales of the return of old tropicana redesign case study within 2 months its flagship Tropicana Pure line! To suggest a fresh-from-the-orchard taste of a product, a competitive advantage overthem suddenly changes in a of! Proved to be careful not to purchase it revelation of the redesign and said they wanted to modernize the brand! To terrible branding decisions, slogan, image, and they lost a fifth of their sales in big! Could expect due to change things up, customers revolted, and they lost a fifth their. Were n't recognizable, '' Ryan said its `` explanation. s 2009 packaging redesign is! Make sure to read the interview with Ruth Spudic, packaging innovations, new trends eye! Third-Party cookies that ensures basic functionalities and security features of the logo and visuals made it hard for to! Your Large Format Business blog brings packaging inspiration from all over the globe the globe learn! Thought it would be forward-thinking to show the product: the CBS Interactive Business Network, February 23 the.... Reversed their decision to rebrand and reverted the carton affect your browsing experience could expect pulled the and.