The upper arched curved Tropicana typeface is gone and overall, their packaging design just looks rather bland and generic. In my opinion, the orange with a straw was a clear illustration of what consumers could expect. Let’s take a closer look at what made this design such a major flop. Oct 5, 2018 - Remember Tropicana's packaging redesign failure? The brand name text on the new packaging was hard to notice, and the font, instead of being cool and trendy, turned out to be cold and corporate. Visit the post for more. The article also covers top Tropicana competitors and includes Tropicana target market, segmentation, positioning & Unique Selling Proposition (USP). June 19, 2014 Creative Packaging Design: 20 Olive Oil Bottles. View TROPICANA-What to learn from Tropicana’s packaging redesign failure_.pdf from MARKETING MISC at University Of the City of Manila (Pamantasan ng Lungsod ng Maynila). Tropicana is a very famous brand that sells fruit juice worldwide. Tropicana is a very well established brand that sells fruit juice worldwide. Tropicana’s 2009 packaging redesign failure is one of the most interesting case studies about branding through Packaging design. Still, at over $50 million in cost, that’s one hell of a price for a new lid. 3/26/2019 What to learn 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. packaging for the division’s flagship product, Tropicana Pure Premium orange juice. The Murray Brand Minute Episode 2RJ Murray speaks on the Tropicana packaging redesign in 2009 and explains why the redesign failed.http://murraybrand.com/ Consumers began criticizing the new design a few days later, particularly on social networks. Packaging design helps to communicate the brand positioning statement, which creates its unique space in the mind of customers. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. “Sometimes you land in a great place, and sometimes you don’t. SWOT analysis of Tropicana analyses the brand/company with its strengths, weaknesses, opportunities & threats. Even after the company spent 35 million on advertisements the change was still a major failure. This not only caused them a 20% decrease in sales but lead to series of confusion in the consumers' minds when they failed to recognise the product. (Zmuda, 2009) What drew me to this article, is the reason why previously loyal customers suddenly became disloyal and started to buy Tropicana’s competitors juices, such as Minute Maid or Florida’s Natural. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it … However, this new packaging design was rejected and cr Nov 22, 2016 - Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. The packaging is deciding factor of a product’s success or failure in the market. May 2, 2014 Total Rebrand For Romanian Retailer Annabella. 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. Using Loceye’s Platform to predict packaging failure The story. In only two months after the introduction of the new packaging, Tropicana abandoned the new package design and went back to the original packaging at the end of February, 2009. On January 9th 2009, the PepsiCo-owned brand decided to replace the existing packaging design for its best-selling orange juice with new packaging … Image via Packaging Digest ... Tropicana added the new cap to the old design and, soon, sales recovered. Close; Medical Packaging what to learn from tropicana’s packaging redesign failure Tropicana là một thương hiệu nước trái cây nổi tiếng trên toàn thế giới. Even then, they were chagrined about the failure of the Tropicana redesign. packaging]. Close; Medical Packaging Tropicana’s previous design, with orange and straw, will soon be brought back. And when you don’t, you need to find a better place. Tropicana, saw its sales drop by 20% after launching its packaging redesign. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it … Clamshells Packaging; USB Packaging & Drives. Standard FlashPads; Customized Pads; FlashPad Wallets; Turned Edge Die-Cut Folders; Close; Markets We Serve. NEW YORK (YouTube.com/AdAge) -- Pepsico's Tropicana brand is junking the new orange juice package design it only just launched weeks ago. Tropicana is to abandon its trendy new orange juice carton design by Arnell Group and revert back to its traditional packaging, featuring an orange with a straw in it, the New York Times says. Remember Tropicana's packaging redesign failure? Tropicana Goes Rogue. Jan 19, 2020 - Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Sales fell by 20% within two months. Unfortunately, the new package design was immediately and flatly rejected by both customers and brand critics alike—costing Tropicana an additional $33M in lost sales revenue and breeding ill will across the internet. Fill in your details below or click an icon to log in: Read more Creative Packaging Design: 20 Olive Oil Bottles. Clamshells Packaging; USB Packaging & Drives. Tropicana sales dropped by 20% after the new packaging was introduced. On January 8, 2009, the new packaging and accompanying ad campaign was announced, for which Tropicana had paid Arnell $35M. Standard FlashPads; Customized Pads; FlashPad Wallets; Turned Edge Die-Cut Folders; Close; Markets We Serve. USB Packaging; Custom USB Drives; Custom Pads. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. Tropicana is a very well established brand that sells fruit juice worldwide. My standby, Tropicana Orange Juice (with Some Pulp) was no longer there. The new product design packaging had been on store shelves less than six weeks, and the Internet had Branding and packaging's design is WAY to IMPORTANT to ignore and NEVER underestimate the deep emotional bond your customers can build towards the branding and design of … This not only caused them a 20% decrease in sales but lead to series of confusion in the consumers' minds when they failed to recognise the product. The first change was replacing the traditional orange skewered by a drinking straw on their cartons to a picture of a glass of orange juice on their cartons. disaster change tropicana USB Packaging; Custom USB Drives; Custom Pads. Let’s look at three examples of packaging redesign #fails and see if we can’t learn something in the process. Tropicana being a product of Pepsico, widely known as a brand that sold orange juice worldwide. The new package has seen absolute failure in supermarkets. tropicana A few years ago, Tropicana redesigned their packaging, a mistake that hit a number of news sources all over the world. Perhaps the most famous example of a packaging redesign meltdown is the infamous rollout of a new, decidedly more modern look from Tropicana in … A few weeks ago, shopping for my family at the supermarket, I did a double-take in front of the juice display. Tropicana has changed their packaging twice since 2009. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. tropicana's "shocking" failure in 2009 was one of the most interesting case studies on the importance of product design and packaging. Read more What to Learn From Tropicana’s Packaging Redesign Failure? Tropicana launched the new packaging for Tropicana Pure Premium, its best-selling product in North America, on January 8, 2009, with sales revenues of more than $700 million per year. The sales figures came out to reveal sales of the Tropicana Pure Premium line had plummeted by a whopping 20% . Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. Their move from the old “logo” of a straw inside an orange turned into a sleeker design with lots of white space and modern sans serif fonts. passion for Tropicana’s original look: “We underestimated the deep emotional bond [consumers had with the original. This is based on a case study by The Branding Journal.It’s considered a packaging redesign failure dubbed the “Tropicana Crisis”. By 20 % the old design and, soon, sales recovered my eyes one of the Tropicana Premium. 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