Tropicana's new ex-packaging

| Comments (3) | Food
I have a simple orange juice purchasing strategy: I go to Safeway and buy whichever of the major brands (Tropicana, Minute Maid, Florida's Natural) is on sale. No doubt people with better taste than me can distinguish these, but I don't much care. Anyway, I was in Safeway the other day and nearly missed the (on sale) Tropicana because they had changed the packaging and I initially mistook it for a generic brand.

Helpful comparison photo here

Turns out I wasn't the only person who wasn't impressed:

Tropicana's previous design, with orange and straw, will soon be brought back. The PepsiCo Americas Beverages division of PepsiCo is bowing to public demand and scrapping the changes made to a flagship product, Tropicana Pure Premium orange juice. Redesigned packaging that was introduced in early January is being discontinued, executives plan to announce on Monday, and the previous version will be brought back in the next month.

...

The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look.

Some of those commenting described the new packaging as "ugly" or "stupid," and resembling "a generic bargain brand" or a "store brand." "Do any of these package-design people actually shop for orange juice?" the writer of one e-mail message asked rhetorically. "Because I do, and the new cartons stink."

The juice tasted fine, though.

3 Comments

funny you should write about this. michael and I have had extensive conversations about the new logo. why they decided to change their ads/billboards from juicy oranges to waspy/hitler-youth-looking families is beyond me. perhaps, as a native wasp, you could shed some light on the connection between waspiness and orange juice?

Funny - I ran across the new packaging in NYC a few months ago. Had a moment of confusion, thought it looked "generic", shrugged, and forgot about it until my next trip to the store.

Funny that consumers reacted strongly enough to complain about it. Who cares that much about packaging?

Apparently sales fell by 20% due to the new design. When a fiasco reaches that level, even marketing executives swallow their pride and try to save their jobs rather than save face.

I'd avoid Minute-Maid if I were you - it's made from concentrate unlike the other two brands, and is an inferior product sold in misleading packaging.

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