tropicana redesign case study

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

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