In the month and a half after the awful redesign of their packaging, sales of Tropicana’s Pure Premium orange juice dropped 20%. !!! Same juice, different package, 20% fewer sales.
Tropicana had certainly sought to create excitement around the Pure Premium rebrand, announcing Jan. 8 a “historic integrated-marketing and advertising campaign … designed to reinforce the brand and product attributes, rejuvenate the category and help consumers rediscover the health benefits they get from drinking America’s iconic orange-juice brand.”
Who knows what the proper conclusions are to draw from all this. Did sales drop because glancing shoppers couldn’t tell Tropicana from a generic store brand? Does this underscore the importance of good design? Or should we beware of what seems like good design but turns out to be a bunch of metaphorical subterfuge? Did PepsiCo do this on purpose, a la the New Coke conspiracy? Are people stupid because they focus more on orange juice packaging than the actual juice when making buying decisions? (via df)
We won! PepsiCo is reverting to the old Tropicana OJ containers.
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.” Others described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices.
David Wertheimer notes that the decoration of the packaging was not the main issue, the design was:
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.
Steven Heller asks why Tropicana redesigned the packaging for their orange juice.
What could Arnell, the agency that did the deed, have been thinking? It’s one thing to change the logo; it’s another to abandon the mnemonic orange with the straw in it. As package imagery goes, it was pretty smart, and decidedly memorable.
He goes on to call the redesign “a big tactical mistake”. I’m a Tropicana drinker and I think the new packaging sucks. It’s impossible to figure out at a glance which juice is which because all the packages look the same, aside from some thin lines at the very top. Horrible.