Just look at these two packages and ask yourself which one best represents the brand attributes of all-natural, fresh squeezed juice.
Which package looks more modern?
Which looks more old fashioned?
Which is more appealing?
Which looks more original?
Which stands out more on a shelf?
Which looks like it would taste better?
Which would cost more?
Which looks more generic?
Which looks more like a store brand?
Which captures fresh oranges right off the tree?
Which is more processed and artificial?
Which shows you care more about the health of your family?
Which is more invigorating and engaging?
Which is more bland and average?
Which of these two packages would you release to the market to drive your orange uice business?
Remarkably, Tropicana, a leading company in the consumer packaged goods industry switched from the package on the left to the one on the right.
Not surprisingly, the consumer response was immediate and overwhelming. And, predictably, it was almost universally negative. Consumers felt the brand had taken a major step backwards and had become more generic.
The President of Tropicana went public after the consumer uproar: “We underestimated the deep emotional bond [consumers had with the brand packaging]. What we didn’t get was the passion this very loyal small group of consumers have. That wasn’t something that came out in the research. Those consumers are very important to us, so we responded.”
The company took the appropriate action and quickly restored the original packaging.
A major question is — How could a major branding company make such a poor branding decision? How do you think this could have happened?
