Ideapad: Tropicana and branding
Tropicana wisely backtracked this weekend and is reverting to its old packaging. The company cited consumer feedback as the driver, which is nice to see. But its spin completely missed the point.
“We underestimated the deep emotional bond,” said Tropicana’s president, Neil Campbell. “What we didn’t get was the passion this very loyal small group of consumers have.”
This is false. As a loyal Tropicana buyer, I don’t love the straw-punctured fruit or the old logo at all. What I love is Tropicana juice. And the new packaging made it hard for me to buy it. My preference was hidden in small type; the cartons no longer differentiated on the shelves. It took me longer to shop, and twice this winter I went home with the wrong juice. I’m glad they’re reverting but not for the reasons they see (or admit).
I’ve been meaning to check if the recent rebrands of PepsiCo products (Pepsi, Gatorade, Tropicana) were done by a single company but I don’t care enough to search for it.
(via kottke.)
Source: netwert.com
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tedr reblogged this from kenyatta and added:
tedr says: Clearly Tropicana is making the biggest development mistake. They are listening to the complaints of the...
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kenyatta posted this
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