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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?

#41

Post by ameister14 »

woodruffw wrote: post #27
henvic wrote: post #22

Earlier quoted context omitted.

> buying the liquid form means paying for the shipping and space cost of the water. Buying frozen solid means cleaning up your mixer. I also bet it's easier to lose some fiber. Either way, the taste isn't the same as freshly made juice. I'm from Brazil and loved tangerine/mandarin juice since when I was a kid. Now I've moved to the Netherlands and love it even more. How come, you may ask? In Brazil, we usually find t…

> Buying frozen solid means cleaning up your mixer. I also bet it's easier to lose some fiber. Maybe I'm doing it wrong, but I've always just put the concentrate brick (cylinder?) into a pitcher, filled it up with the right amount of water, and mixed it until fully melted. It's no worse to clean up than anything else in a pitcher would be. I agree completely about fresh-squeezed juices, by the way. I do my own juices…

>he point was about American consumers, who are buying reconstituted concentrate anyways (just that someone's done the reconstituting for them

They aren't. Over 90% of orange juice sold in the US is not from concentrate.

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

#42

Post by WWLink »

lelandfe wrote: post #37
tootie wrote: post #21

Earlier quoted context omitted.

That is linked from the main article and is itself a bit of an ad for their eye-tracking software with some dubious claims. But it did send me down a rabbit hole over the agency that did the package design. The design came from Arnell Group headed by Peter Arnell. Arnell was retained to rebrand both Tropicana and Pepsi (same parent corp) and the produced the infamous logo redesign deck that circulated back in 2008: h…

My favorite quote from Arnell around that logo: > "When I design things, I design in a pure vacuum. When I did the Pepsi logo, I told Pepsi that I wanted to go to Asia, to China and Japan, for a month and tuck myself away and just design it and study it and create it," he said. "There was a lot of research, a lot of consumer data points ... and dialogue that I had with the folks at Pepsi, consumers and retailers. We…

And the current pepsi logo and branding is straight up garbage.

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

#45

Post by creativemonkeys »

linksnapzz wrote: post #43

While 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.

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

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

#46

Post by userbinator »

IMHO the biggest visible difference to me (besides the "straw orange" trademark) is the original one has the brand Tropicana very clearly in the middle, while the redesign puts it in much-less-readable-at-a-glance vertical text on the side. To someone quickly scanning the shelves, the former stands out and immediately tells you it's Tropicana, while the latter would probably tell you only "100% orange" --- fine, it's orange juice, but doesn't say the brand as prominently.

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

#48

Post by WWLink »

chiph wrote: post #26

I hadn't noticed the redesign (I don't buy OJ all that often). But looking at it - the sentence at the bottom of the article totally matches my impression of it being a discount store brand. > On the other hand, the new packaging failed to impress the consumers, with clean lines, a lack of visuals, transforming the once indistinguishable orange juice into a "generic store brand" product. It reminds me of the failed r…

The new logo was hideous and the giant square box they put in every store window looked bad lol.

It's funny thinking about that now, because JCPenney just like every other retail big box chain, got rid of all their window displays decades ago. I dunno what they were thinking. It's still not uncommon to drive past a macys and see a giant facade that's mostly painted over because they decided they didn't need window displays.

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

#49

Post by woodruffw »

lupire wrote: post #31
woodruffw wrote: post #27

Earlier quoted context omitted.

> Buying frozen solid means cleaning up your mixer. I also bet it's easier to lose some fiber. Maybe I'm doing it wrong, but I've always just put the concentrate brick (cylinder?) into a pitcher, filled it up with the right amount of water, and mixed it until fully melted. It's no worse to clean up than anything else in a pitcher would be. I agree completely about fresh-squeezed juices, by the way. I do my own juices…

US has "not from concentrate" juice. That's the primary reason people buy Tropicana instead of store brand.

I think most Tropicana in the US is from concentrate. "Pure Premium" is their sub-brand for NFC (not-from-concentrate) at the moment; they've previously called it "Tropicana Natural" but were sued since even NFC orange juice requires significant processing to make it last more than a few days.

(Which goes to the other point: most store brand orange juice comes from your local Dole, Minute Maid, or Tropicana distribution center, which is bottling/filling the cartons from concentrate. It's all the same supply chain, the only thing that's different is the brand tax.)

Edit: Weakened the claim about how much is from concentrate, because I'm having trouble finding a statistic.

Second edit: I'm wrong, the majority of orange juice sold in the US is NFC. So this is a market distinction I wasn't aware of.

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