I realize I just picked on Tropicana not too long ago, but their latest product has me back on the warpath.They’ve introduced a product called Trop 50 which is supposedly a lower sugar juice.
If you’ll glance at the ingredient list on the back of ANY juice that says it has low sugar, you’ll find that the percentage of juice is less than 50%. In other words, they’ve watered it down. Trop 50 is a bit different as they’ve added a stevia type sweetener to mask the fact that it’s just watered down, but it’s still only 42% juice. Charging people the same amount (or more!) for half the product is a bold move in rough economic times.
btw — what happened to changing back to the old logos and packaging after the consumer backlash? They’ve changed the standard juice back, but the new product lines keep the new look? Inconsistent imaging is the first mistake on the path of brand destruction.
Back in with the old and out with the new for Tropicana?
The whole Tropicana fiasco fascinates me. While the new image looks very modern (and generic), it turns out people don’t want trendy OJ packaging. They want to be able to quickly pick up their favorite orange juice at the grocery.
My big question is: what was broken about the “straw in the orange” look that needed fixing anyway? The straw/orange is a nearly perfect metaphor for OJ.
It never ceases to amaze me how companies trash years of brand equity and customer familiarity just because they’re tired of the way the living room furniture looks and want to remodel.
Maybe it’s because Pepsi (who owns Tropicana) got seduced by the siren song of creatives who are more concerned with image than reality. Just a few weeks ago Arnell Group CEO Peter Arnell was singing his own praises about “the work” that is now being scrapped. Of course, these are the same people who basically just did a redux of the Obama logo and then sold it to Pepsi packaged with this garbage.
Most everybody is laying the flop at the feet of the brand team. But let’s not foget the other glaring failure of this Tropicana incident: the research. This move was run by the focus groups and had extensive market research. But then again, so was New Coke.