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Archive for March, 2009

Tropicana “Classic“

Friday, March 27th, 2009

Tropicana packaging rebranding in-store photo

There has been a lot of criticism regarding the redesign of Tropicana’s orange juice packaging. The design has been ridiculed by consumers and creatives for its generic look and many have sighted this as the reason for the failure. One can only assume that PepsiCo, after committing an estimated $35 million to roll out of the new design, felt that the research supported the new aesthetic. Now, after massive consumer rejection of the newly-designed cartons, PepsiCo (owner of Tropicana) has reevaluated their decision and reverted to the original design.

(more…)

Posted in Brand Identity, Brand Management, Brand Signals, Brand Strategy | 67No Comments »2009-03-27+13%3A44%3A51Mark+Gallagher

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