Comments on: Is Tropicana Mortgaging It’s Future With New Brand? http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/ Bailey Gardiner Marketing and Social Media Blog Sat, 04 Feb 2012 22:43:18 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Tropicana’s Design Troubles http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-31917 Tropicana’s Design Troubles Wed, 01 Feb 2012 23:52:38 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-31917 [...] What’s even more interesting is that I’ve since learned that they’ve decide to go back to their old design after some customer complaints. Rather than trying to explain the whole story, here’s a photo of the old and new packaging, from this website: [...] [...] What’s even more interesting is that I’ve since learned that they’ve decide to go back to their old design after some customer complaints. Rather than trying to explain the whole story, here’s a photo of the old and new packaging, from this website: [...]

]]> By: Sasha http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-8701 Sasha Mon, 18 Oct 2010 11:46:45 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-8701 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! http://thinkeyetracking.com/Blog/ 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!

http://thinkeyetracking.com/Blog/

]]> By: asdf http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-294 asdf Tue, 03 Feb 2009 11:40:17 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-294 The Tropicana rebrand is horrid. It looks cheap and generic, but the price isn't any different. I doubt that Tropicana is really trying to camouflage itself and "trick" customers into buying it. Tricking customers does not engender brand loyalty. The rebrand's biggest failure is from a functional perspective. The different varieties of Tropicana look extremely similar. For example, I tend to buy "Tropicana Calcium and Vitamin D, Pulp Free". Compare its 64oz package to the 64oz package for "Tropicana Low Acid, Pulp Free". They are virtually identical. Let's compare the previous 64 oz. design to the new design. The previous design had large, legible text (e.g. "LOW ACID"). The new design has smaller, less legible text (orange text on an orange background, green on orange, etc.). The previous design had large, color coded areas (e.g. green-blue for LOW ACID, blue for CALCIUM). The new design retains color-coding, but castrates it. For example, the new design has a color coded bar along the top lip of the carton. Not only is the bar small, but it is not visible if you are looking up at the carton. These problems are further compounded for people with bad vision. In the end, I'm really curious how much thought/time/money Tropicana put into this rebrand. Did they even do any kind of evaluation or user studies? For example, line up the cartons like you'd find them in a store. Include all the different varieties. Tell participants to pick out a particular type of Tropicana. Observe them. Time them. The Tropicana rebrand is horrid. It looks cheap and generic, but the price isn’t any different. I doubt that Tropicana is really trying to camouflage itself and “trick” customers into buying it. Tricking customers does not engender brand loyalty.

The rebrand’s biggest failure is from a functional perspective. The different varieties of Tropicana look extremely similar. For example, I tend to buy “Tropicana Calcium and Vitamin D, Pulp Free”. Compare its 64oz package to the 64oz package for “Tropicana Low Acid, Pulp Free”. They are virtually identical.

Let’s compare the previous 64 oz. design to the new design. The previous design had large, legible text (e.g. “LOW ACID”). The new design has smaller, less legible text (orange text on an orange background, green on orange, etc.). The previous design had large, color coded areas (e.g. green-blue for LOW ACID, blue for CALCIUM). The new design retains color-coding, but castrates it. For example, the new design has a color coded bar along the top lip of the carton. Not only is the bar small, but it is not visible if you are looking up at the carton. These problems are further compounded for people with bad vision.

In the end, I’m really curious how much thought/time/money Tropicana put into this rebrand. Did they even do any kind of evaluation or user studies? For example, line up the cartons like you’d find them in a store. Include all the different varieties. Tell participants to pick out a particular type of Tropicana. Observe them. Time them.

]]> By: Becca http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-268 Becca Tue, 20 Jan 2009 06:32:43 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-268 oh my gosh scott. in response to your opening the fridge and saying "who bought the crappy oj this week"...i just realized sitting here drinking a "mini oj" that i bought last week at the store, that it is actually tropicana. i totally thought i had bought the generic brand. shows how much their new packaging is actually working. wow! oh my gosh scott. in response to your opening the fridge and saying “who bought the crappy oj this week”…i just realized sitting here drinking a “mini oj” that i bought last week at the store, that it is actually tropicana. i totally thought i had bought the generic brand. shows how much their new packaging is actually working. wow!

]]> By: Kelsey http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-264 Kelsey Mon, 19 Jan 2009 23:06:11 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-264 Not gonna lie. They were pretty darn cute: http://www.youtube.com/watch?v=VNv3C2rN6ik&NR=1 Not gonna lie. They were pretty darn cute: http://www.youtube.com/watch?v=VNv3C2rN6ik&NR=1

]]> By: Josh http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-263 Josh Mon, 19 Jan 2009 22:51:13 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-263 Who in the world thinks that the generic tastes like the original? Have you ever tasted those Toasted Oats? Nothing like cheerios. And that new packaging on Tropicana looks like communist orange juice. I miss my Tropicana packaging with the little orange that takes me back to the time where they ran the commercials where all the kids tried to stick in the straw to the orange while that awesome music was playing in the background. You know the one. Don't lie and say you don't remember. Especially you Kelsey Danes. I know you remember. Who in the world thinks that the generic tastes like the original? Have you ever tasted those Toasted Oats? Nothing like cheerios. And that new packaging on Tropicana looks like communist orange juice. I miss my Tropicana packaging with the little orange that takes me back to the time where they ran the commercials where all the kids tried to stick in the straw to the orange while that awesome music was playing in the background. You know the one. Don’t lie and say you don’t remember. Especially you Kelsey Danes. I know you remember.

]]> By: Scott http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-262 Scott Mon, 19 Jan 2009 22:43:43 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-262 UPDATE UPDATE UPDATE UPDATE UPDATE I opened the refrigerator door this weekend and I swear I thought to myself, "Who the &*$@& bought the crappy OJ this week?" UPDATE UPDATE UPDATE UPDATE UPDATE

I opened the refrigerator door this weekend and I swear I thought to myself, “Who the &*$@& bought the crappy OJ this week?”

]]> By: Scott http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-261 Scott Sat, 17 Jan 2009 01:42:14 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-261 Pepsi borrowing from Obama? No. Ya think? http://www.youtube.com/watch?v=fwzpQRUGqrE Pepsi borrowing from Obama? No. Ya think?
http://www.youtube.com/watch?v=fwzpQRUGqrE

]]> By: Jon http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-260 Jon Sat, 17 Jan 2009 01:18:32 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-260 Ok, does anyone else think Pepsi's new packaging looks like Obama's logo? Hmmmm..... Ok, does anyone else think Pepsi’s new packaging looks like Obama’s logo? Hmmmm…..

]]> By: Becca http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/comment-page-1/#comment-259 Becca Sat, 17 Jan 2009 00:56:49 +0000 http://www.dontdrinkthekoolaidblog.com/is-tropicana-mortgaging-its-future-with-new-brand/#comment-259 great observation scott. i had never really thought about this until you mentioned it. i always reach for the generic brand at the store because it is cheaper and i can't taste the difference. never did i notice before though that all of the generic packaging is boring but it some how always attracts my eyes first. oh and thanks for referring to the store as safeway instead of vons (makes me think of home)! great observation scott. i had never really thought about this until you mentioned it. i always reach for the generic brand at the store because it is cheaper and i can’t taste the difference. never did i notice before though that all of the generic packaging is boring but it some how always attracts my eyes first.

oh and thanks for referring to the store as safeway instead of vons (makes me think of home)!

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