Tropicana reverts new design back to old design. - Tilted Forum Project Discussion Community

Cynthetiq · 02-23-2009, 09:30 AM

Quote:

View: Tropicana Discovers Some Buyers Are Passionate About Packaging
Source: Nytimes
posted with the TFP thread generator

Tropicana Discovers Some Buyers Are Passionate About Packaging
February 23, 2009
Advertising
Tropicana Discovers Some Buyers Are Passionate About Packaging
By STUART ELLIOTT

IT took 24 years, but PepsiCo now has its own version of New Coke.

The PepsiCo Americas Beverages division of PepsiCo is bowing to public demand and scrapping the changes made to a flagship product, Tropicana Pure Premium orange juice. Redesigned packaging that was introduced in early January is being discontinued, executives plan to announce on Monday, and the previous version will be brought back in the next month.

Also returning will be the longtime Tropicana brand symbol, an orange from which a straw protrudes. The symbol, meant to evoke fresh taste, had been supplanted on the new packages by a glass of orange juice.

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.

Such attention is becoming increasingly common as interactive technologies enable consumers to rapidly convey opinions to marketers.

“You used to wait to go to the water cooler or a cocktail party to talk over something,” said Richard Laermer, chief executive at RLM Public Relations in New York.

“Now, every minute is a cocktail party,” he added. “You write an e-mail and in an hour, you’ve got a fan base agreeing with you.”

That ability to share brickbats or bouquets with other consumers is important because it facilitates the formation of ad hoc groups, more likely to be listened to than individuals.

“There will always be people complaining, and always be people complaining about the complainers,” said Peter Shankman, a public relations executive who specializes in social media. “But this makes it easier to put us together.”

The phenomenon was on display last week when users of Facebook complained about changes to the Web site’s terms of service using methods that included, yes, groups on facebook.com. Facebook yielded to the protests and reverted to its original contract with users.

And in November, many consumers who used Twitter to criticize an ad for Motrin pain reliever received responses within 48 hours from the brand’s maker, a unit of Johnson & Johnson, which apologized for the ad and told them it had been withdrawn.

“Twitter is the ultimate focus group,” Mr. Shankman said. “I can post something and in a minute get feedback from 700 people around the world, giving me their real opinions.”

Neil Campbell, president at Tropicana North America in Chicago, part of PepsiCo Americas Beverages, acknowledged that consumers can communicate with marketers “more readily and more quickly” than ever. “For companies that put consumers at the center of what they do,” he said, “it’s a good thing.”

•

It was not the volume of the outcries that led to the corporate change of heart, Mr. Campbell said, because “it was a fraction of a percent of the people who buy the product.”

Rather, the criticism is being heeded because it came, Mr. Campbell said in a telephone interview on Friday, from some of “our most loyal consumers.”

“We underestimated the deep emotional bond” they had with the original packaging, he added. “Those consumers are very important to us, so we responded.”

Among those who underestimated that bond was Mr. Campbell himself. In an interview last month to discuss the new packaging, he said, “The straw and orange have been there for a long time, but people have not necessarily had a huge connection to them.”

Reminded of that on Friday, Mr. Campbell said: “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.”

That echoed an explanation offered in 1985 by executives of the Coca-Cola Company in response to the avalanche of complaints when they replaced the original version of Coca-Cola with New Coke: Consumers in focus groups liked the taste of New Coke, but were not told old Coke would disappear. The original version was hastily brought back as Coca-Cola Classic and New Coke eventually fizzed out.

(There are, it should be noted, significant differences between the two corporate flip-flops. For instance, the Tropicana changes involved only packaging, not the formula for or taste of the beverage.)

An ad campaign for Tropicana that helped herald the redesigned cartons, also introduced last month, will continue to run, Mr. Campbell said. Print and outdoor ads that have already appeared will not be changed, he added, but future elements of the campaign — like commercials, due in March — would be updated.

Unlike the packaging, the campaign has drawn praise, particularly for including in its family imagery several photographs of fathers and children hugging. Such dad-centric images are rare in food ads.

The campaign, which carries the theme “Squeeze it’s a natural,” was created by Arnell in New York, part of the Omnicom Group. Arnell also created the new version of the Tropicana packaging.

“Tropicana is doing exactly what they should be doing,” Peter Arnell, chairman and chief creative officer at Arnell, said in a separate telephone interview on Friday.

“I’m incredibly surprised by the reaction,” he added, referring to the complaints about his agency’s design work, but “I’m glad Tropicana is getting this kind of attention.”

In fact, Tropicana plans to contact “everyone who called or wrote us” to express opinions, Mr. Campbell said, “and explain to them we’re making the change.”

Tropicana is among several PepsiCo brands whose packaging and logos have been recently redesigned by Arnell. The new logo the agency produced for Pepsi-Cola has been the subject of comments by ad bloggers who perceive a resemblance to the logo for the Barack Obama presidential campaign.

•

The bloggers have also buzzed about a document outlining the creation of the Pepsi-Cola logo, which appears to have been written by Arnell for PepsiCo executives; Mr. Arnell has declined to comment on the authenticity of the document, which is titled “Breathtaking Design Strategy” and is written in grandiose language.

One aspect of the new Tropicana packaging is being salvaged: plastic caps for the cartons, also designed by Arnell, that are shaped and colored like oranges.

Those caps will be used, Mr. Campbell said, for cartons of Trop 50, a variety of Tropicana with less sugar and calories that is to be introduced soon.

During the interview last month, Mr. Campbell said that Tropicana would spend more than $35 million on the “Squeeze” campaign. Although he declined on Friday to discuss how much it would cost to scrap the new packaging and bring back the previous design, he said the amount “isn’t significant.”

Asked if he was chagrined that consumers rejected the changes he believed they wanted, Mr. Campbell replied: “I feel it’s the right thing to do, to innovate as a company. I wouldn’t want to stop innovating as a result of this. At the same time, if consumers are speaking, you have to listen.”

Thank GOD! I'm very happy to see the change back. It was so "generic" looking to the point that I really had to look for the brand when shopping. I wanted to send an email or comment to the company but got too busy. I had been planning to do so once I got back into the swing of things after the touring was completed. I'm quite glad to see that many others had felt this way and was able to persuade the company to go back to the old packaging.

Did you care for the new package? Did you like the old one and help campaign for it's return? If you did, how did Tropicana respond to your request?

Glory's Sun · 02-23-2009, 09:39 AM

The change makes sense. To me, the old design more adequately describes what the product is and even portrays a fresh taste. I never campaigned for a package or design change..but I tend to notice things like this.. and I didn't understand the pale new design..

Redlemon · 02-23-2009, 10:35 AM

Quote:

One aspect of the new Tropicana packaging is being salvaged: plastic caps for the cartons, also designed by Arnell, that are shaped and colored like oranges.

Ah, thank goodness. The caps were the only "win" in the new design. My son would have been very disappointed if they took the new caps away.

snowy · 02-23-2009, 10:45 AM

Quote:

Originally Posted by Redlemon

Ah, thank goodness. The caps were the only "win" in the new design. My son would have been very disappointed if they took the new caps away.

I hope they also keep the new flip-top caps on the gallon size. I like them.

Mmm, pulpy orange juice. We're out at the moment...I'll have to pick some up while I'm out today.

Glory's Sun · 02-23-2009, 11:07 AM

yeah the flip tops are much handier when dealing with multiple people wanting a fresh alcoholic beverage

Cynthetiq · 02-23-2009, 11:31 AM

I never noticed the cool orange shape. I did notice the leaves but didn't look at the top of the cap. nice design for that part.

Halx · 02-23-2009, 12:29 PM

Consumers letting the company know how to sell to them. Huh.

inBOIL · 02-23-2009, 05:22 PM

If you've got some brand loyalty and the new design is hard to find, or difficult to use, I can see being unhappy with a change. But people who have a "deep emotional bond" with packaging worry me.

SabrinaFair · 02-23-2009, 05:36 PM

I'm not brand-loyal when it comes to orange juice--the only thing I don't like is the "cheap" store brand orange juice. (totally not a snobbery thing, I just had some bad experiences with hairy navels and screwdrivers in college)

I did have a moment in the store the other day where I wondered if my store had picked up a new brand. Then I realized it was Tropicana. No strong feelings, now that I know its been changed.

blktour · 02-23-2009, 07:16 PM

really? just by the look of it?

if it still had the same thing inside, i dont see the difference.

CinnamonGirl · 02-23-2009, 07:43 PM

Weird. I buy Tropicana, and had to look a little closer to find the right kind the first time. I DO like the original packaging better, but it's not a huge deal. Like inBOIL said, people with a strong emotional bond to packaging are a little worrying.

mixedmedia · 02-23-2009, 07:53 PM

This is even more confusing than the toilet paper thread.

alicat · 02-23-2009, 08:08 PM

I rarely buy orange juice so I never would have noticed this, but I read a thread on Chowhound a couple weeks ago about this exact thing. I looked the next time I was at the store and Tropicana's new packaging definately looked "generic". Whether we want to be or not, we are obviously influenced by marketing (*wave* Art Television).

I'll admit, as silly as it is, that I'm really ticked off at PepsiCo's changing the Mountain Dew label to "MTN Dew". It's to be expected that the graphics will change from time to time, but I have been a Mountain Dew drinker since the late 80"s (in, GASP, glass bottles!) and the abbreviation is stupid. My Dad bought me an semi-antique 1940's Mountain Dew bottle with the Hillbilly on it years ago because I love it so much (although I've drunk diet for 8 yrs. or so now).

Hubby and I were watching some variation on the "X-games" the other day and behind Shawn White was a poster for Mountain Dew, still spelled the normal way. I don't know what to make of that, just lagging behind advertising?

Finally, I give any "store brand" a try and if the product is good, I have no problem buying it at all. I just bought a 2 liter of Meijer brand "Diet Rocky Mist" and could barely tell any difference from Mountain Dew. I used to buy Faygo's Moon Mist before I went to Diet and after I did, Wal-mart's "Mountain Lightening" before they discontinued the diet, all passable.

Redlemon · 02-24-2009, 10:31 AM

Quote:

Tropicana is among several PepsiCo brands whose packaging and logos have been recently redesigned by Arnell. The new logo the agency produced for Pepsi-Cola has been the subject of comments by ad bloggers who perceive a resemblance to the logo for the Barack Obama presidential campaign.

Oh, wait, these are the same people responsible for the pathetic Pepsi new logo? I can't imagine they'll be getting much future work.

(credit to the blog blow at life)

genuinegirly · 02-24-2009, 10:56 AM

I saw the new packaging in the store the other week and thought it was generic. I wondered why a generic orange juice would be more expensive. Then I read tropicana. Then I thought that things change and that's ok. I didn't notice the cute little orange top.

Urban Caveman · 02-24-2009, 12:38 PM

Down with the juice!

mixedmedia · 02-24-2009, 03:10 PM

02-23-2009, 11:31 AM	#6 (permalink)
Cynthetiq Tilted Cat Head Administrator Location: Manhattan, NY	I never noticed the cool orange shape. I did notice the leaves but didn't look at the top of the cap. nice design for that part. __________________ I don't care if you are black, white, purple, green, Chinese, Japanese, Korean, hippie, cop, bum, admin, user, English, Irish, French, Catholic, Protestant, Jewish, Buddhist, Muslim, indian, cowboy, tall, short, fat, skinny, emo, punk, mod, rocker, straight, gay, lesbian, jock, nerd, geek, Democrat, Republican, Libertarian, Independent, driver, pedestrian, or bicyclist, either you're an asshole or you're not. What's the best nation in the world? DO-NATION!

02-23-2009, 12:29 PM	#7 (permalink)
Halx Please touch this. Owner/Admin Location: Manhattan	Consumers letting the company know how to sell to them. Huh. __________________ You have found this post informative. -The Administrator [Don't Feed The Animals]

02-23-2009, 05:22 PM	#8 (permalink)
inBOIL I have eaten the slaw	If you've got some brand loyalty and the new design is hard to find, or difficult to use, I can see being unhappy with a change. But people who have a "deep emotional bond" with packaging worry me. __________________ And you believe Bush and the liberals and divorced parents and gays and blacks and the Christian right and fossil fuels and Xbox are all to blame, meanwhile you yourselves create an ad where your kid hits you in the head with a baseball and you don't understand the message that the problem is you.

02-23-2009, 05:36 PM	#9 (permalink)
SabrinaFair Junkie Location: Louisville, KY	I'm not brand-loyal when it comes to orange juice--the only thing I don't like is the "cheap" store brand orange juice. (totally not a snobbery thing, I just had some bad experiences with hairy navels and screwdrivers in college) I did have a moment in the store the other day where I wondered if my store had picked up a new brand. Then I realized it was Tropicana. No strong feelings, now that I know its been changed. __________________ "With all its sham, drudgery, and broken dreams, it is still a beautiful world. Be cheerful. Strive to be happy." -Desiderata

02-23-2009, 07:43 PM	#11 (permalink)
CinnamonGirl She's Actual Size Location: Central Republic of Where-in-the-Hell	Weird. I buy Tropicana, and had to look a little closer to find the right kind the first time. I DO like the original packaging better, but it's not a huge deal. Like inBOIL said, people with a strong emotional bond to packaging are a little worrying. __________________ "...for though she was ordinary, she possessed health, wit, courage, charm, and cheerfulness. But because she was not beautiful, no one ever seemed to notice these other qualities, which is so often the way of the world." "Tell me, what is it you plan to do with your one wild and precious life?"

02-23-2009, 09:39 AM	#2 (permalink)
Glory's Sun Registered User	The change makes sense. To me, the old design more adequately describes what the product is and even portrays a fresh taste. I never campaigned for a package or design change..but I tend to notice things like this.. and I didn't understand the pale new design..

02-23-2009, 11:07 AM	#5 (permalink)
Glory's Sun Registered User	yeah the flip tops are much handier when dealing with multiple people wanting a fresh alcoholic beverage

02-23-2009, 07:16 PM	#10 (permalink)
blktour Psycho Location: Anchorage, AK	really? just by the look of it? if it still had the same thing inside, i dont see the difference.

02-23-2009, 07:53 PM	#12 (permalink)
mixedmedia has all her shots. Location: Florida	This is even more confusing than the toilet paper thread. __________________ Most people go through life dreading they'll have a traumatic experience. Freaks were born with their trauma. They've already passed their test in life. They're aristocrats. - Diane Arbus PESSIMISM, n. A philosophy forced upon the convictions of the observer by the disheartening prevalence of the optimist with his scarecrow hope and his unsightly smile. - Ambrose Bierce

02-23-2009, 08:08 PM	#13 (permalink)
alicat Baffled Location: West Michigan	I rarely buy orange juice so I never would have noticed this, but I read a thread on Chowhound a couple weeks ago about this exact thing. I looked the next time I was at the store and Tropicana's new packaging definately looked "generic". Whether we want to be or not, we are obviously influenced by marketing (wave Art Television). I'll admit, as silly as it is, that I'm really ticked off at PepsiCo's changing the Mountain Dew label to "MTN Dew". It's to be expected that the graphics will change from time to time, but I have been a Mountain Dew drinker since the late 80"s (in, GASP, glass bottles!) and the abbreviation is stupid. My Dad bought me an semi-antique 1940's Mountain Dew bottle with the Hillbilly on it years ago because I love it so much (although I've drunk diet for 8 yrs. or so now). Hubby and I were watching some variation on the "X-games" the other day and behind Shawn White was a poster for Mountain Dew, still spelled the normal way. I don't know what to make of that, just lagging behind advertising? Finally, I give any "store brand" a try and if the product is good, I have no problem buying it at all. I just bought a 2 liter of Meijer brand "Diet Rocky Mist" and could barely tell any difference from Mountain Dew. I used to buy Faygo's Moon Mist before I went to Diet and after I did, Wal-mart's "Mountain Lightening" before they discontinued the diet, all passable. __________________ 'Beware the Jabberwock, my son! The jaws that bite, the claws that catch! Beware the Jubjub bird, and shun, The frumious Bandersnatch!'--Jabberwocky, Lewis Carroll "You cannot do a kindness too soon because you never know how soon it will be too late."--Ralph Waldo Emerson

02-24-2009, 10:56 AM	#15 (permalink)
genuinegirly Eat your vegetables Super Moderator Location: Arabidopsis-ville	I saw the new packaging in the store the other week and thought it was generic. I wondered why a generic orange juice would be more expensive. Then I read tropicana. Then I thought that things change and that's ok. I didn't notice the cute little orange top. __________________ "Sometimes I have to remember that things are brought to me for a reason, either for my own lessons or for the benefit of others." Cynthetiq "violence is no more or less real than non-violence." roachboy

02-24-2009, 12:38 PM	#16 (permalink)
Urban Caveman Upright Location: In a cave	Down with the juice!

02-24-2009, 03:10 PM	#17 (permalink)
mixedmedia has all her shots. Location: Florida	__________________ Most people go through life dreading they'll have a traumatic experience. Freaks were born with their trauma. They've already passed their test in life. They're aristocrats. - Diane Arbus PESSIMISM, n. A philosophy forced upon the convictions of the observer by the disheartening prevalence of the optimist with his scarecrow hope and his unsightly smile. - Ambrose Bierce