Comments on: Peter Arnell defends Tropicana rebrand

By: Sasha

Sasha — Mon, 18 Oct 2010 09:45:59 +0000

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. We did an eye tracking study on the effectiveness of the ‘New’ pack in the UK where we have never had the straw graphic and the results predict a 13% loss of sales. Tropicana shoppers don’t see new packages at shelf and are drawn to Tesco’s own brand products that have some similarities to the UK Tropicana pack. The truth about the sales loss has little to do with that graphic, and everything to do with shoppers ‘ability to find the new packages at shelf. Consumers have to find the product at shelf before they can buy it. One eye tracking study and this could have been avoided!

By: When is minimalism too minimal? Case Study: the New Gap Logo «

When is minimalism too minimal? Case Study: the New Gap Logo « — Sun, 10 Oct 2010 08:03:23 +0000

[...] It will be interesting to observe the fall-out that is sure to ensue. Like Pepsi, will they stick with the new logo in the face of brutal criticism? Or will they abandon their sad attempt at modernizing like Tropicana? [...]

By: Doug C.

Doug C. — Thu, 12 Nov 2009 10:43:21 +0000

Sorry, typo …. I meant – They simply have no taste (pun intended).

By: Doug C.

Doug C. — Thu, 12 Nov 2009 10:29:14 +0000

Just goes to show that CEOs should not be in charge of design issues. They simple have no taste (pun intended).

By: Rene Zuleta » Blog Archive » IKEA’s catalogue font change fuss: Do Customers Care?

Sat, 12 Sep 2009 03:36:13 +0000

[...] relent if the blogosphere comes down too heavily on their branding choices? Pepsi dropped its Tropicana re-brand after the public gave it the thumbs down, and the Ikea drama’s already earned itself an entry on [...]

By: Merlin Zuni

Merlin Zuni — Wed, 01 Jul 2009 08:13:26 +0000

It’s like the O.J. trail all over again!
Sorry could not help my self ;-)

By: dave

dave — Tue, 12 May 2009 04:44:04 +0000

from a consumer perspective and one who buys Tropicana orange juice, when I first saw the redesign on the store shelf my first thought was wheres the Tropicana orange juice and whats this cheap imitation crap

By: Brent

Brent — Thu, 07 May 2009 18:09:25 +0000

A little orange-shaped cap? Gives the allusion of squeezing an orange?
He was wearing a nice suite though.

By: Paul

Paul — Sat, 02 May 2009 04:22:50 +0000

Whatever your feeling on the packaging, it’s interesting that they’re using both simultaneously now: the original for the regular juice and the new design for the low-calorie verison:

http://brandculturetalk.com/2009/04/21/consistency-identity-brand-and-orange-juice/

By: Mark Fischer

Mark Fischer — Wed, 08 Apr 2009 19:59:46 +0000

And just how many variations on additives for OJ do we need anyway?

Going back to the original packaging was a wise choice. I think Pepsi should do the same.