Earlier quoted context omitted.
I'm not sure if you're being sarcastic, but I really don't think this is "clear to consumers".
They're definitely being sarcastic
SRSLY?
;-)
How did Tropicana lose $30M in a packaging redesign?
261–270 of 278 posts
Re: How did Tropicana lose $30M in a packaging redesign?
#262Earlier quoted context omitted.
I mean, as risky and brand and logo redesigns are, there is often a need to want to modernize or revitalize your logo or mark or packaging. It’s more difficult, the larger/older/more iconic your packaging is. That’s why the best logo and branding and packaging redesigns tend to either be the most iterative or have changed early in a product/brand’s lifecycle before he could be too associated with a company. The Tropi…
I'm not sure AirBnB is a good example. Their brand is their name. They aren't a product on a shelf. I'm not sure there is a logo terrible enough to make someone close their website and not book a room.
Well, I think you run the risk of not making the app icon (if there is an app) or logo recognition worse. When Uber changed its logo to the weird map pickup thing from the “U” — it hurt them. That’s not a 1:1, obviously because Uber is much more homescreen reliant than Airbnb is, but that doesn’t mean too can’t have bad internet logo redesigns. To say nothing of terrible website redesigns, which have killed companies before (Digg v4).
Again, I’ve come around on the Airbnb one personally. I think it works now.
Re: How did Tropicana lose $30M in a packaging redesign?
#263I looked at the title, opened the link, searched for “Peter Arnell,” got zero results, and knew the article was total garbage. https://www.cbsnews.com/news/arnells-explanation-of-failed-t... I had a close friend who worked on a project where they brought this guy in. Charged $1m a month and invoiced his jet fuel to the company, if I remember correctly. Now you know where the $30M actually went. The article is an exam…
This article is massively over thinking it. The problem is the lack of a the word TROPICANA written really big on the carton. I doubt people ‘stopped relating to it’ because of the lack of straw. They just didn’t know it was Tropicana at a glance, figured it was sold out and bought something else.
Also aside from the brand text size, the new box looks like a store brand style of graphic.
Re: How did Tropicana lose $30M in a packaging redesign?
#264Earlier quoted context omitted.
I figured rebranding Kentucky Fried Chicken to "KFC" would cost them the farm, but it doesn't seem to have hurt. The Penney's people probably felt they could get away with the same approach.
As long as they don't lose the Colonel, they can't screw up too bad. And since the actual Colonel Sanders has been dead for years and replaced by a cartoon, he's now immortal.
I was going through a bunch of old newspapers I inherited from my mother. I noticed in one of them from the '60s that they had an ad for a "Sanders Cafe", some kind of Kentucky-Fried Chicken precursor. A marketing redesign I was never aware of.
The news articles were interesting... "Nixon swears he'll never resign". But the old marketing was also fascinating. I had to ask my wife what the ad meant which was advertising "fashion for ladies-in-waiting".
Re: How did Tropicana lose $30M in a packaging redesign?
#265Earlier quoted context omitted.
> I don't buy orange juice anymore because I don't know what "Made from Real Oranges*" means anymore. Don't be silly --- it means you are buying juice from oranges that has been stripped of all flavor, stored in tankers for a year or two, and then reconstituted by adding "flavor packs" built by recombining the chemicals found in different oranges. Pretending this isn't clear to consumers is just anti-progress. Along…
I'm not sure if you're being sarcastic, but I really don't think this is "clear to consumers".
I'm being sarcastic that it is "clear", and being genuine when I say that orange juice industry lawyers argue that consumers are not confused about what "Not From Concentrate" means despite such contortions.
I do highly recommend Hamilton's Squeezed book for a more detailed expose. It's available from libraries, both physical and online. It's not for everyone, but if you care a lot about food regulation and the way that producers get around the law to deceive consumers, it's great.
Re: How did Tropicana lose $30M in a packaging redesign?
#266The article totally misses the point of why the rebrand failed. I used to drink Tropicana Grovestand all the time in the 2000s. One day, I showed up at the grocery store, and a bunch of people were in front of the Tropicana rack, looking confused. I tried to find "Grovestand," but I couldn't. There were tons of identical bottles to choose from. Eventually, after staring at the bottles for a few minutes, I saw tiny te…
The article reads to me that this is the point they were getting at. > Tropicana’s orange juice became generic They genericized something which was uniquely branded. To some people it's the orange and straw, to others it's Grovestand, etc.
And to me, this is brain-dead obvious. They completely removed everything that was visually distinct about the packaging and replaced it with blandness.
Re: How did Tropicana lose $30M in a packaging redesign?
#267Earlier quoted context omitted.
This article is massively over thinking it. The problem is the lack of a the word TROPICANA written really big on the carton. I doubt people ‘stopped relating to it’ because of the lack of straw. They just didn’t know it was Tropicana at a glance, figured it was sold out and bought something else.
That's it, I mean it would already have less impact if they put "tropicana" horizontal and the biggest font size on it. Instead it was "100% juice", which is what you expect on a brandless, generic product. People don't buy orange juice, they buy Tropicana. Likewise, they don't buy lemon & lime soda, they buy Sprite; they don't buy beer, they buy Budweiser or Heineken because you can't call those products "beer", and…
When I lived in Scotland, Tropicana was the luxury juice option for the piss poor student I was.
And it definitely mattered that the label boldly proclaimed the name Tropicana, because that meant no need to read further in, just check if it was my preferred kind (no bits).
With the name missing, I'd probably end up not buying even if I had the funds specifically for it, because it would be easier to grab some juice from concentrate.
Re: How did Tropicana lose $30M in a packaging redesign?
#268Earlier quoted context omitted.
I think Apple Honey Crisp was a cereal at one point... And the Honey Crisp apple is very new. Even though released in the 1990s, it takes decades for production to grow, and, for other regions to get cultivars and start selling them too. Then on top of all that, for most people to even know about new apple flavours, it must compete for space at the grocery...
There has to be like 20-30 types of apples now. I can't keep track.
Don’t worry. The correct answer is always Fuji. FTFY
Re: How did Tropicana lose $30M in a packaging redesign?
#269While we're at it, please find the numpty that did the redesign of the the Newcastle Brown label, and makes sure they are never allowed to work in graphic design or commercial art ever again.
Or the geniuses who recently redesigned Vanilla Coke Zero's cans and cartons. The cans are now the exact color of what leaks out of a car with a blown head gasket, where the oil and coolant have mixed.
Re: How did Tropicana lose $30M in a packaging redesign?
#270Earlier quoted context omitted.
Here's Arnell Group's explanation of their Pepsi Logo redesign: https://www.goldennumber.net/wp-content/uploads/pepsi-arnell... While I disagree about the heat map in the article being pseudoscience, I agree that Arnell's "design thinking" totally is.
This is an impressive level of bullshit. Like, this takes a degree and years of experience to bullshit at this calibre.
Architecture school. The dirty little secret of architecture is that it has no theoretical theory beyond jaw boning. (It can work, so don't rush to knock it.) So in architecture, a coherent narrative that can inform form making (like the light & gravity b.s. in OP) is the best you're gonna get. (The actual science based stuff is called Structural Engineering.)