tropicana redesign case study


However, less than two months in, Tropicana pulled the plug and reverted to its original design. 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. (2009). Tropicana saw a 20% decrease in sales, with many customers voicing their dissatisfaction with the bad packaging. Why is branding important? Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. Everson, M. (2009, October 12). It’s. Eventually, the company reversed those changes. In the new package design of Tropicana Orange Juice, Tropicana changed the design on the carton. But when packaging suddenly changes in a big way, they definitely notice. Companies always have to innovate somehow in their products; in the packaging, in the formula, in the taste or in the marketing campaigns. This loss in brand recognition combined with a less shiny packaging design only made things worse. In this case-study we will find main reasons. The article also covers top Tropicana competitors and includes Tropicana target market, segmentation, positioning & Unique Selling Proposition (USP). 1-What were the marketing and business objectives for the Tropicana pack change? Lesson Learned: Packaging that is a "signature" of the product should be changed very cautiously. 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. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. Another issue was brand recognition, when changing packaging you have to be careful not to lose the essence of your brand. Tropicana Takes Nutrition to Heart A case study by: Caitlin, Samantha, Kylee Research: What are good sources of potassium? 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. In January 2009, Tropicana North America changed the look or design of its flagship Tropicana Pure Premium brand cartons. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. What is a stroke? The New York Times. 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. In this case, I would mainly focus on imagery and colour, and explain why … 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 ( Log Out /  Elliott, S. (2009, February 23). 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. These cookies do not store any personal information. This is based on a case study by The Branding Journal.It’s considered a packaging redesign failure dubbed the “Tropicana Crisis”. The transparent plastic proved to be an important factor for customers in orange juice packaging as they like to see a product before buying. Tropicana Discovers Some Buyers Are Passionate About Packaging. 7. Tropicana Slice , a refreshing Mango drink that celebrates the … Thesocial media is a proof of that. 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. 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. 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. You also have the option to opt-out of these cookies. 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. In my opinion, the orange with a straw was a clear illustration of what consumers could expect. Accompanying advertising campaign used the message “Squeeze, it’s a natural”. AngloGold Ashanti Australia’s proactive approach to stakeholder liaison is demonstrated by its approach to dealing with local, indigenous communities. Only colors are gradients of orange and green. 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. Change ), You are commenting using your Twitter account. The brand launched a full-scale package redesign, replacing their decades-old "straw in an orange" packaging with a minimalist, sans-serif design. 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. ( Log Out /  In my opinion, the orange with a straw was a clear illustration of what consumers could expect. This is an example of how design in a vacuum can lead to terrible branding decisions. 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. • Change in product for consumers. Then make sure to read the interview with Ruth Spudic, packaging and promotions director of Tropicana on Packworld. • Estimating loss of $ 50 million in revenue. Redesign Output • 20% decrease in Sales in 2 months. 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. Redesign Output • 20% decrease in Sales in 2 months. Case Study – Tropicana Pack Redesign Lucas Martinez Agulha. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. • Tropicana announced of the return of old packaging within 2 months. The poster child for packaging and branding redesign, failure is Tropicana. It is very easy to open and pour from the larger bottles for example. 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 showed people in black-and-white embracing each other. Product design is an important aspect of any manufacturing company. In hindsight, it’s easy to see why Tropicana’s 2009 rebrand failed. 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. Luckily a recent redesign proves they’ve learned from their mistake without losing the guts to innovate. 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 … It is mandatory to procure user consent prior to running these cookies on your website. This is based on a case study by The Branding Journal. For example, take Simply Orange juice or Tropicana, Products that marketed as “pure”, “natural” and “simple” are actually far from it. food packaging orange juice packaging PET packaging Tropicana packaging. They changed the logo, typography, slogan, image, and lid. 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. This is a text widget, which allows you to add text or HTML to your sidebar. In Blow to Arnell, Tropicana Drops Package Redesign. The sales figures came out to reveal sales of the Tropicana Pure Premium line had plummeted by a whopping 20% . 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”. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it … I think the new cap is creative but people who used it said it lacked friction and was difficult to open. It has to take care of the external influencing factors like consumers requirements and appeal, and internal constraints like The critical and calculated reaction of Tropicana is ofparamount importance in ensuring that they retain … Tropicana packaging redesign failure is the on of the marketing disaster occurred due to change of brand logo. They ignored the emotionalattachment their consumers had with the old package. 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. ( Log Out /  The New York Times. ( Log Out /  (2009). CaseStudy CaseStudy Tropicanamade a major mistake in redesigning the orange juice packet. Case Study. Some pundits said they weren't recognizable," Ryan said. Necessary cookies are absolutely essential for the website to function properly. The design changes For years, Tropicana used their image of the straw in the orange to suggest a fresh-from-the-orchard taste. The design changes For years, Tropicana used their image of the straw in the orange to suggest a fresh-from-the-orchard taste. The design itself wasn’t all to blame. 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 blog uses cookies to improve your experience. Creative agency Arnell was in charge of the redesign and said they wanted to modernize the Tropicana brand. • Change in product for consumers. As we know sustainable packaging is an important issue for PepsiCo. We focus on creative design, packaging innovations, new trends, eye catching signage, ecological solutions…. When Tropicana tried to change things up, customers revolted, and they lost a fifth of their sales in a matter of weeks. 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. 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. Ironically, the cap is the only part of the design that Tropicana is keeping. 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. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. 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). After just two months Tropicana went back to their original packaging. • Increased sales for Competitors brands- Minute Maid, Florida’s Natural and private label brands. On January 8, 2009, the new packaging and accompanying ad campaign was announced , for which Tropicana had paid Arnell $35M. Eight Major Failures of the Tropicana Redesign. In 2009, Tropicana, a Pepsico-owned juice brand, decided to undergo a packaging overhaul. Elliott, S. (2009, February 23). Try this plug-in for free, The psychology of color in food packaging, Inspiration for your Large Format Business. 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. 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. This website uses cookies to improve your experience while you navigate through the website. Branding is beyond the design of a product, a logo or strapline. • Estimating loss of $ 50 million in revenue. Edwards, J. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. Tropicana opted for a transparent PET bottle with some interesting features improving customer experience significantly. You can use them to display text, links, images, HTML, or a combination of these. Tropicana’s Packaging Redesign Struggle. In Blow to Arnell, Tropicana Drops Package Redesign. In this case, I would mainly focus on imagery and colour, and … Tropicana’s consumers didn’t recognize or like the new product design, and therefore decided not to purchase it. Arnell thought it would be forward-thinking to show the product: the juice. 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? We'll assume you're ok with this, but you can opt-out if you wish. Product design is an important aspect of any manufacturing company. Change ), You are commenting using your Facebook account. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it … Julianne Tracy Marketing March 26, 2013 Tropicana Case Study 1. Hence, thismight give their competitor, Pepsi, a competitive advantage overthem. 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. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana had paid Arnell $35M. Redesigned Tropicana 8. SWOT analysis of Tropicana analyses the brand/company with its strengths, weaknesses, opportunities & threats. The case of the unsuccessful Tropicana rebrand speaks to the Essay Title Inception importance of a. 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. In fact the most recent redesign for the pure premium orange juice is a massive change. This redesign eventually cost Tropicana more than 50 million dollars. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Case Study – Tropicana Pack Redesign Lucas Martinez Agulha. 7. Tropicana redesign (2009) ... but a case study in the power of social media and how everything that a brand does can become brand communications. 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. In January 2009, Tropicana North America changed the look or design of its flagship Tropicana Pure Premium brand cartons. Edwards, J. "About five years ago [Tropicana] went to this very clean but kind of cold-looking logo, and their sales dropped 20% in one month. Simply Orange Case Study 1128 Words | 5 Pages 't. Case study: Tropicana: partnering with indigenous stakeholders. 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. 24 thoughts on “ Tropicana: when CCOs go wrong ” Tom Guarriello April 22, 2009 at 8:03 AM. Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. Bingo. After redesigning their packaging in 2009, sales for their premium orange juice dropped 19%. How do you know? This is an example of how design in a vacuum can lead to terrible branding decisions. It’s considered a packaging redesign failure dubbed the “Tropicana Crisis”. June 5, 2019 November 18, 2020. The results of this rebranding were disastrous, which was reflected in the sales. Hired Ketchum PR Began media audit to see how General Mills was portrayed in the media 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. Within a few months, the old cartons were back on supermarket shelves. Change ), You are commenting using your Google account. Create a free website or blog at WordPress.com. The Esko blog brings packaging inspiration from all over the globe. 1-What were the marketing and business objectives for the Tropicana pack change? Case Study: Tropicana Orange Juice. 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. Companies always have to innovate somehow in their products; in the packaging, in the formula, in the taste or in the marketing campaigns. In this case a complete redesign of the logo and visuals made it hard for consumers to find their preferred brand. These are the rarest colours in the world, 3 benefits of corrugated cardboard packaging, Generate barcodes in Illustrator. Tropicana Pure Premium sales fell 20% within six weeks of the introduction of the new design, before the company reverted to its old packaging. • Increased sales for Competitors brands- Minute Maid, Florida’s Natural and private label brands. 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. Redesigned Tropicana 8. The design and content of the packaging are essential to the brand because it will influence the consumer’s decision at the last minute. Do you want to learn more about the way Tropicana handled the enormous task of overhauling their packaging without slowing down production? 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. Everson, M. (2009, October 12). 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 original packaging and the new one: To understand this big fail in Tropicana’s strategy, we need to evaluate what Tropicana changed in … Product variations are easily distinguished at a glance. But opting out of some of these cookies may affect your browsing experience. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. This category only includes cookies that ensures basic functionalities and security features of the website. The company paid Arnell $35 million for his design and its "explanation." 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. 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. See BNET's previous coverage of Arnell Group: Product design is an important aspect of any manufacturing company. bNet: The CBS Interactive Business Network, February 23. On the revelation of the figures, PepsiCo reversed their decision to rebrand and reverted the carton design to what they had originally. It’s interesting. Eight Major Failures of the Tropicana Redesign. • Tropicana announced of the return of old packaging within 2 months. What is high blood pressure? These cookies will be stored in your browser only with your consent. Change ). It’s Time For A Change. It’s the sort of approach neuromarketing research enables while avoiding Tropicana-style disasters. bNet: The CBS Interactive Business Network, February 23.

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