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How did Tropicana lose $30M in a packaging redesign?

bootcamp.uxdesign.cc

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Re: How did Tropicana lose $30M in a packaging redesign?

#271

Post by Closi »

dfxm12 wrote: post #200
Closi wrote: post #166

Earlier quoted context omitted.

As a counterpoint, Facebook got criticism for each redesign but if they kept their 2001 aesthetic it would look and feel incredibly dated now.

Craig's List looks dated, but remains incredibly functional and is still the top site in its segment. Its dated look doesn't scare people away. It is still very functional. That's the important part.

Yet Craigslist appears to be steadily losing traffic each and every year since 2017, so I’m not sure it’s the best example.

Meanwhile Facebook marketplace is nipping at their feet while they are staying static.

Clearly Craigslist is incredibly profitable and successful, and possibly more profitable in the short term because they aren’t investing, but IMO remaining static means you lose ground eventually.

Re: How did Tropicana lose $30M in a packaging redesign?

#272

Post by wlonkly »

michaelt wrote: post #215
ineedasername wrote: post #199

Earlier quoted context omitted.

I would be suspicious of any orange juice where the company feels the need to stipulate "real orange juice". What the heck else would it be made of? Reminds me of "ice cream" which, in a lot of cases, is not. Mixed in the ice cream section next to identical looking cartons of different flavors Breuer's is a big culprit) are things that say "whipped dairy dessert" in the place that others say "ice cream".

> What the heck else would it be made of? In my country, there are also concentrated 'orange squash' drinks which have some real fruit, and also some flavouring and sweeteners. They taste different to pure orange juice, they're substantially cheaper and they have very low sugar/calorie content.

Sounds like the Americans' "Sunny Delight", a childhood staple but also kind of.. not quite juice.

Re: How did Tropicana lose $30M in a packaging redesign?

#273

Post by wlonkly »

SV_BubbleTime wrote: post #113
copperx wrote: post #12

Earlier quoted context omitted.

Yup, I steer clear of calcium enhanced OJ, because it ruins its flavor.

I thought I was crazy for suspecting that. I stopped buying the calcium version but spouse didn’t believe me.

It's chalky, which I suppose is what you'd expect by adding calcium, but I don't want chalky orange juice.

Re: How did Tropicana lose $30M in a packaging redesign?

#274

Post by bradgessler »

jonplackett wrote: post #181
numair wrote: post #133

I 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.

This is spot on.

I only buy orange juice when people visit. Last time that happened I was at the store looking for Tropicana, but couldn’t find it. After several scans of the shelves I finally saw it under the new label.

I never noticed the cap was an orange either.

Re: How did Tropicana lose $30M in a packaging redesign?

#275

Post by throwaway742 »

filmgirlcw wrote: post #262
throwaway742 wrote: post #146

Earlier quoted context omitted.

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…

Point taken. I forget people use apps sometimes. I do everything through the browser.

Re: How did Tropicana lose $30M in a packaging redesign?

#276

Post by unionpivo »

nkozyra wrote: post #84
irrational wrote: post #77

Earlier quoted context omitted.

I worked on a website that was completely redesigned every few years. We, the developers, didn’t understand why until one of the business people, who was leaving for a new job, admitted to us that they (the business management team) mainly did it because it was fun, because it let them expense meetings/travel/food doing “research” and meeting with design consultants, because it gave them something to do other than th…

Preface: I think a lot of us - particularly developers - have a tendency to mock/devalue what people in design and UI/UX do. I think there's incredible value in what they do and part of that is keeping sites from going stale. I believe that in general people get fatigue from seeing the same design day-in, day-out. There's a cost to not changing. Or at least a trade-off. The risk is when redesign is carte blanche for…

For some maybe.

But a lot of non techy users get confused very quickly. My family members, and not just older ones, are constantly having problems with app's changing things around, smart smart TV moving things around, apps changing icons etc.

I am usually their first call and I can tell you, that a lot redesigns, even when they are clearly better designs, leave a lot of users confused.

And it annoys me because not only are they usually annoyed when they call, but somehow its my problem. There is a reason why I am on backend. I don't like dealing with users.

Re: How did Tropicana lose $30M in a packaging redesign?

#277

Post by creativemonkeys »

linksnapzz wrote: post #59
creativemonkeys wrote: post #45

Earlier quoted context omitted.

I think it tastes different now too, but I can't find an old bottle to compare.

I thought there was something wrong with the last bottle I had, other than the label, and now I read this: "Newcastle Brown Ale is no longer available in the United States. A product labelled “Newcastle Brown Ale” is still sold but it is produced by Lagunitas Brewing Company and has little in common with the original product." What. The. Fuck.

Yeah... that's a pretty deceptive practice, though I assume it's legal to buy a brand and manufacture a different product under that label.

Re: How did Tropicana lose $30M in a packaging redesign?

#278

Post by jonplackett »

Gordonjcp wrote: post #184
jonplackett wrote: post #181

Earlier 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.

I think the lack of an orange with a straw coming out probably *was* a huge part of the issue. Both boxes have Tropicana written really big on the carton, although one is slightly smaller and sideways. A box with an orange with a straw looks like a Tropicana box, even if you can't read, and it's a visually engaging image. The redesign looks like supermarket generic juice packaging, the orange with a straw is as disti…

> The redesign looks like supermarket generic juice packaging

This is the number one issue. The writing is part of it but overall it just looks bland and not ‘fun tropical’.

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