Tropicana OJ ::: NEW vs OLD
by Daisy Rizzo 21 January 2009
Read posts from Daisy Rizzo
There have been quite a few package redesigns at the supermarket the past few months. I’ve got my opinions but i want to know how do you feel about the redesign of the Tropicana OJ.
Love it? Hate it? Don’t Care?
Join our discussion on Ignertia’s Facebook for some good banter. See you there…
July 4th, 2009 at 4:40 am
Here is a great article that was just published in “Fortune”…I totally agree that the packaging looks generic… Tropicana drinkers, it turns out, are as passionate about packaging as they are about pulp. That’s why they rebelled when parent company PepsiCo and consultancy Arnell overhauled the juice line’s packaging in January as part of a $35 million branding campaign called “Squeeze.”
Tropicana fans said the simplicity of the new design reminded them of store-brand generics. And who wants to be mistaken for a generic consumer?
Within a month, the public’s flogging by e-mail, phone, and blogs forced PepsiCo to bring back the old straw-in-an-orange cartons. Other parts of the campaign remain, but PepsiCo will probably think twice before it tries updating this icon again.
July 28th, 2009 at 7:56 am
Old for sure. That box says we get our juice right off the tree. The new design reminds me of the juice you get out of a machine at the Hampton Inn. Yuck. And if you are selling varieties, high pulp vs no pulp etc. the product identification through color is so much better in the old design. Nothing worse than getting home and realizing your no pulp juice has sludge in it cause you picked the wrong box.