Case Study- Tropicana. What’s wrong with the new packaging?

Tropicana had changed its packaging for a while, but this changes  led Tropicana to a disaster – decrease sell and brand recognition. What’s wrong with the new packaging?

New Packaging

Matt Everson pointed out eight major failures of the Tropicana redesign, including labeling, information structure, tone of voice, typography, imagery, colour, brand speak, and affordances. In this case, I would mainly focus on imagery and colour, and explain why the new packaging cause the sell decrease.   

From Tropicana’s ads(#1), Brand Packaging report (#2),and Matt Everson’s comment (#3), we know that colour is so important for Tropicana orange juice, because orange colour can inspire the appetite.

#1

#2

#3

Source: http://www.prsresearch.com/fileUploads/insightArticles/What_Can_We_Learn_From_Tropicana_Brand_ Packaging_Aug_09.pdf
Source: http://highered.mcgraw-hill.com/sites/dl/ free/0070974284/605841/sample_ch03.pdf
Source: http://astuteo.com/desktop/articles/tropicana-redesign/

Besides, Tropicana’s target audience is Balanced Living, and they tend to like natural and fresh product, therefore, Tropicana need to convey the fresh and natural orange juice product message to their audience. Tropicana’s target audience care about the juice is original and natural or not, hence, Tropicana uses colour to focus attention on orange juice, and conveys juice’s 100% fresh through the orange imagery. 

However, the Tropicana redesign packaging ignored the importance of product information and did not keep target audience in mind so that the redesign packaging failed in marketing. Scott and Vincenzo noted that “In packaging, the shopper is closer to the purchase decision, so clear, direct and more literal communication about the purchase (branding, variant, key information, etc.) is critical.” 

Want to know more information ? Check !!!  
Eight Major Failures of the Tropicana Redesign 
Pepsi Takes the Tropic out of Tropicana