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278 Comments
- RobbyDigital, on 04/03/2009, -0/+267It's very difficult to spot the new packaging among the generic brands... This doesn't surprise me at all.
- phylum, on 04/03/2009, -3/+163looks like "generic" orange juice now.
- NUMBER4940, on 04/03/2009, -0/+137What were they thinking? ...they 86ed the straw. When I think Tropicana, I remember those commercials with the straw being stuck in the orange.
- popzero, on 04/03/2009, -6/+114I guess I'm one of the few who didn't mind the new look, but I can certainly see that it's not as iconic as the old one. I still think the little orange cap was nicely done.
- jemka, on 04/03/2009, -1/+80I always loved the orange with the straw. Such a powerful statement. Yum.
- Gibletoid, on 04/03/2009, -0/+73I'm not a designer.
But it seems fairly obvious a deeper green and orange color show strength in OJ.
An orange with a straw coming out simply can't be beat. - decapitor, on 04/03/2009, -2/+71Plus with that new container I accidentally bought the 50% reduced sugar version which tastes like hell on Earth.
- Rain12913, on 04/03/2009, -0/+67Solution: old package with new orange-shaped cap.
- SkippyDoorknob, on 04/03/2009, -0/+53So will they bring the old carton back as Tropicana Classic?
- robds, on 04/03/2009, -0/+41I thought Publix had discontinued carrying Tropicana...the new Tropicana line looks exactly like the value-priced pulpy swill that Publix pretends is OJ.
It was a solid month before I realized...hey this is Tropicana! But then I couldn't find the version with calcium that my daughter likes so I went with MinuteMaid. - tkcom, on 04/03/2009, -2/+40Pfft! Apple fanboy.
- MattyLite, on 04/03/2009, -0/+35Lol, a product designed to mimic the store brand without the pricing discount. Great idea.
That being said, I liked the orange-shaped cap. - Regulator980, on 04/03/2009, -0/+32If you read the article, you'll notice that Tropicana is owned by PepsiCo and in keeping with the Pepsi logo redesign I think Tropicana emulated that pretty well. Both of these "2.0" redesigns totally suck. They need to go old school again.
My favorite Pepsi logo: http://tinyurl.com/pepsi1973
Anyone remember this ad?
http://www.youtube.com/watch?v=Aowm0j5Flx8 - eramos, on 04/03/2009, -3/+30Pepsi sucks at redesigning things. Scrap all your new ugly ass packaging and start over.
- jer21, on 04/03/2009, -0/+26Drink apple juice because OJ will ***** kill you.
- theandy1, on 04/03/2009, -2/+27Simply Orange is way better...
- Tenareth, on 04/03/2009, -0/+22Yeah, I actually thought it was a generic, only realized a couple days ago that it was a rebranded Tropicana.
And yes, I used to buy Tropicana... so pretty much lost all my sales while the new branding was out. - Jones82, on 04/03/2009, -0/+22Dugg for "Beverage experts"
- Tryptomine, on 04/03/2009, -0/+22Yeah, I kinda hope they incorporate the orange cap into the old design, maybe with a straw printed next to it, it was a nice touch. Still, the redesign made the box indistinguishable from the generic brands, I know my eyes completely passed over it in the grocery store until I took a closer look at the label.
- N1tro, on 04/03/2009, -6/+27... 20% because of the branding?...Doesnt Pepsi do this every 2 months?
- liquisoft, on 04/03/2009, -0/+21They killed very obvious and nostalgic brand equity in favor of minimalism.
As a designer, I can tell you it's hard to push personal aspirations for brands aside in favor of maintaining brand equity and public familiarity, but most times it has to be done. Tropicana's image could've stuck with a simplified makeover so long as they retained the orange+straw iconography. But alas, they did not, and their brand suffered because of it. - inactive, on 04/03/2009, -0/+19The new packaging looks too no-name. Not that I'm against no-name. But not seeing the regular old Tropicana packaging, I'd just think that the store was just out of the stuff, or stopped carrying it, as I'd quickly dash into a store to shop, and I wouldn't look any further.
I noticed today that someone in the family actually bought a no-name brand OJ, when we usually buy Tropicana. I suspect the package change was the likely reason and until reading this story we didn't know about the new packaging. - painting, on 04/03/2009, -0/+19Take something everyone knows and associated with and make it look like store brand orange juice. I wonder what ad agency sold this idea to Tropicana. "thanks for the million dollars, so long suckers"
- joeg0103, on 04/03/2009, -0/+18she probably thought it was the generic brand that you usually get.
- MattyLite, on 04/03/2009, -1/+16The problem was people were glancing over it as it blended in with store brands.
- onClipEvent, on 04/03/2009, -0/+15now it's gonna shoot back up since we're all talking about it.
- Jektal, on 04/03/2009, -1/+15Yeah, but it's 50% more expensive. My orange juice budget can't swing that!
- danwgre, on 04/03/2009, -0/+14I thought it was some new brand called 100% Orange.
- inactive, on 04/03/2009, -0/+13I know, I know, I wanna like lick the orange in the morning every time I open the refrigerator for a glass of that fine juice.
- bigteebo, on 04/03/2009, -0/+13I'm waiting for a genetically modified orange that you CAN stick a straw into & drink from. You know PepsiCo's probably working on one. It will be an eco-safe Capri Sun container.
- greenvortex, on 04/03/2009, -0/+13Yes, but Pepsi has never come out with a new design that looks exactly like generic, store-brand cola. This is a tale of the underestimated importance of product design to sales. In the same vein, store owners who neglect to keep up the appearance of their signage are practically begging you not to shop there.
- LonesomeFighter, on 04/03/2009, -0/+12you are retarded Biscuitz. i've made the mistakes as well with the new cartoon. the color strip is small when compared to the old design.
- sunnybrick, on 04/03/2009, -1/+13"Beverage experts were hard pressed to think of another major brand that had pulled the plug on such a sweeping redesign as swiftly as Tropicana. "It's a black eye when you have to backtrack that quickly," said Bob Goldin, exec VP at Technomic. "There must be [another example] but nothing comes to mind. "
Uh, New Coke maybe? - johndatserakis, on 04/03/2009, -0/+12don't feed the troll
- shimmyNshake, on 04/03/2009, -0/+12yes. Thats a nice design if youre selling orange "drink". If I want to buy 100% real orange juice, im picking up the other container.
- tidu, on 04/03/2009, -1/+12it's not the SAME :'(
- coreyb, on 04/03/2009, -1/+12Yeah, after swapping out Oranges for High-Fructose Corn Syrup...
- mogebier, on 04/03/2009, -0/+11But they changed the way Coke tasted, not just the design of the can.
Difference. - mogebier, on 04/03/2009, -0/+11You fail at knowing how consumers shop.
- ifruit, on 04/03/2009, -2/+13Did you design the new label? Why are you so pissed? You have like 5 posts on this thread yelling at people for not liking the new cable. CHILL THE ***** OUT.
- Serinus, on 04/03/2009, -0/+11I could understand your post if this post were about *anything* else. It's kind of hard to say this is trivial when the rebranding is the topic that you clicked on.
- LonesomeFighter, on 04/03/2009, -0/+10i didn't mind the new look either, but i found the different kinds of oj they offered hard to tell apart. for example, i prefer no pulp, and i at first accidentally bought pulp because i didn't know to look for a tiny strip of color.
- Dodey23, on 04/03/2009, -0/+9Yes, hand me a glass of modern orange juice.
- kingmanic, on 04/03/2009, -1/+10warm piss with bleach is better than sunny D.
- mogebier, on 04/03/2009, -0/+9Wow. biscuitz has issues.
- Relleum, on 08/17/2009, -4/+13Bizcuitz, you're a f*#$ing retard.
- cadmiumpaint, on 04/03/2009, -0/+9the re-branding made Tropicana look like store brand generic. It would be more in place at Target as their line then a major brand like Tropicana. The Straw in the Orange logo is probably one of the best food logo ideas EVER and you really can't top that conceptually for Orange Juice.
It was a GIANT blunder to try and do away with it considering how integrated it is into their brand. It would be as stupid as Nike eliminating the swoosh or Target getting rid of the target. - FlashBazbo, on 04/03/2009, -0/+9@Biscuitz: So, you're reading the carton while mommy pours some in your sippy cup?
- athinnes, on 10/01/2009, -1/+10I totally see why. I was looking for Tropicana at the grocer the other day and almost missed it completely because of this new packaging.
- SRSco, on 04/03/2009, -0/+9For people like myself interested in brand management, this article was fascinating as hell. I, for one, welcome it to FP.
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