Marketing FAIL
ZOMG epic fail with the Tropicana rebranding.
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.
… several of Tropicana's competitors appear to have benefited from the misstep, notably Minute Maid, Florida's Natural and Tree Ripe. Varieties within each of those brands posted double-digit unit sales increases during the period …
They announced Feb 23 that they were going back to the old packaging.
Via Gawker
New Coke!
Somebody should write something about that. I’d love to know who and how many people lost their jobs. If anyone.
I’m so happy you picked up on this. I saw the new cartons and did not have the usual “I must have OJ!” feelings that I always have when I see the (old) packaging, even though I rarely buy premade juice. I think it’s interesting to note that this design mimics the Fresh and Easy store, which is the U.S. branch of Tesco, and therefore is basically a throwback to European design; i.e. conflating a product traditionally consumed by the American middle class with something those in higher income brackets would purchase as an aspirational brand/something with cultural capital. Of course it failed!
I read that sales of Coke went way up after they switched back, like to more than they were before the switch. Which led to some speculation that it was planned. It will be interesting to see what happened with the rest of Tropicana’s Q1 numbers. (Brought to you by Pepsi, hmm.)
Audrey, it does look European! But like Eastern bloc? Oranjprodukt!