The company paid Arnell $35 million for his design and its "explanation." You also have the option to opt-out of these cookies. Some pundits said they weren't recognizable," Ryan said. 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. SWOT analysis of Tropicana analyses the brand/company with its strengths, weaknesses, opportunities & threats. Change ), You are commenting using your Google account. 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. As we know sustainable packaging is an important issue for PepsiCo. In this case a complete redesign of the logo and visuals made it hard for consumers to find their preferred brand. The design and content of the packaging are essential to the brand because it will influence the consumer’s decision at the last minute. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. • Estimating loss of $ 50 million in revenue. For example, take Simply Orange juice or Tropicana, Products that marketed as “pure”, “natural” and “simple” are actually far from it. 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). Tropicana Takes Nutrition to Heart A case study by: Caitlin, Samantha, Kylee Research: What are good sources of potassium? Tropicana redesign (2009) ... but a case study in the power of social media and how everything that a brand does can become brand communications. (2009). Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Case Study: Tropicana Orange Juice. 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. 24 thoughts on “ Tropicana: when CCOs go wrong ” Tom Guarriello April 22, 2009 at 8:03 AM. Eight Major Failures of the Tropicana Redesign. I had a discussion with a marketing consultant about this piece of “marketing malpractice” and she assured me that Pepsi had made a huge mistake by … In January 2009, Tropicana North America changed the look or design of its flagship Tropicana Pure Premium brand cartons. Tropicana Discovers Some Buyers Are Passionate About Packaging. Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. The results of this rebranding were disastrous, which was reflected in the sales. Case Study – Tropicana Pack Redesign Lucas Martinez Agulha. Eventually, the company reversed those changes. The design changes For years, Tropicana used their image of the straw in the orange to suggest a fresh-from-the-orchard taste. This redesign eventually cost Tropicana more than 50 million dollars. It’s. Arnell thought it would be forward-thinking to show the product: the juice. 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. AngloGold Ashanti Australia’s proactive approach to stakeholder liaison is demonstrated by its approach to dealing with local, indigenous communities. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. 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. Within a few months, the old cartons were back on supermarket shelves. Product design is an important aspect of any manufacturing company. It is mandatory to procure user consent prior to running these cookies on your website. 1-What were the marketing and business objectives for the Tropicana pack change? The case of the unsuccessful Tropicana rebrand speaks to the Essay Title Inception importance of a. It’s Time For A Change. Case Study – Tropicana Pack Redesign Lucas Martinez Agulha. food packaging orange juice packaging PET packaging Tropicana packaging. It’s interesting. This blog uses cookies to improve your experience. (2009). Do you want to learn more about the way Tropicana handled the enormous task of overhauling their packaging without slowing down production? The redesign looks slick but I prefer the original symbol, a straw stuck in an orange that stood for the juice’s fresh taste. In Blow to Arnell, Tropicana Drops Package Redesign. Eight Major Failures of the Tropicana Redesign. Edwards, J. In the new package design of Tropicana Orange Juice, Tropicana changed the design on the carton. Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. Lesson Learned: Packaging that is a "signature" of the product should be changed very cautiously. "About five years ago [Tropicana] went to this very clean but kind of cold-looking logo, and their sales dropped 20% in one month. In my opinion, the orange with a straw was a clear illustration of what consumers could expect. 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. The critical and calculated reaction of Tropicana is ofparamount importance in ensuring that they retain … 7. Companies always have to innovate somehow in their products; in the packaging, in the formula, in the taste or in the marketing campaigns. 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