Skip to main content

How to squander a big idea.

I don't understand Tropicana's new packaging.

For years Tropicana was easily identified by its iconic symbol of a straw inserted into an orange. Nothing could say fresh orange juice faster or clearer. It's a unique and ownable mnemonic that nails the brand benefit.

But Tropicana dumped this for, get this, a picture of a glass of juice. What could be more generic? Along with the new typography, the packaging exudes the feel of a store brand or a generic knock-off of a national brand. The existing packaging needed to be refreshed, but I think they went way too far by dropping the orange and straw.

This speaks to the fragility of great ideas. It takes years to build and own an iconic idea, but it takes only one bad decision to squander it.


Anonymous said…
I don't know. I like the clean, ORGANIC look that they are trying to achieve... even though I'm not an orange juice drinker... Look at POM. clean, simple, yet a great bottle design.
Anonymous said…
The existing idea needed a fresher look and stronger advertising.

Be interesting to see what happens to sales.
Anonymous said…
I noticed the very same thing this weekend at the store. I thought Rainbow had a new private label product.... The Tropicana name doesn't even stand out on the carton. Good luck with sales Tropicana, it's going to most likely be a tough quarter. Somehow I think the consumer insight proof of concept study was not done.
Anonymous said…
The best brands reinvent themselves while staying true to who they are. Madonna for instance.

Would love to hear people's thoughts about Coke and their move to "open happiness".

i was a big fan of "the coke side of life" but this new direction feels truer to their core and I think will serve them well...
David Murphy said…
Dom...I also believe Coke's new positioning feels true to the brand. The challenge they face is that Pepsi has adopted and launched the same optimistic positioning at the same time. It'll be a battle to see who can best channel the country's (hopefully not momentary!) zeitgeist!
Dave Daily said…
I agree that the new package is clean (and perhaps even a bit more organic looking), but a glass of orange juice says absolutely nothing about the Tropicana brand. The straw in the orange has always been an iconic symbol to me as well, conveying both freshness and a bit of playful personality.
Chelsea said…
I have been a loyal Tropicana drinker for years. But for the last three trips to Lund's I came home with the 'other' brand of oj because I simply didn't recognize the new packaging. I thought they were just out of stock. Sure I could of actually read the carton, but why bather when I thought I new what I was looking for. I'm not a fan.

Popular posts from this blog

What makes a premium brand premium?

I was thinking the other day about the DNA of premium brands . One thing is certain -- it's a relative idea. For example, Hyatt is not a premium brand if you're used to staying at a W or a Ritz Carlton. But if your vacations to date have been holed up in a Holiday Inn, then by all means a stay in a Hyatt is a premium experience. Another thing is certain -- a brand is considered premium only when we believe it is worth the price. And that's where we can dig deeper. Why are we willing to pay more for a product when there are others that provide the same service or function at a lesser price? I have spent a good part of my marketing career developing strategies and ideas for a wide range of  premium brands, including American Express, Sony, Callaway Golf, Hilton, Jaguar, Land Rover – even the Toyota Prius.  Through these experiences I have come to believe that a premium brand is built upon specific tangible and intangible attributes that give it a sense wort

Super game. Dull ads

As a passionate Giants fan it is safe to say that I had a good time yesterday. But as an advertising professional I felt a bit underwhelmed by the caliber of the advertising . Many were entertaining. But few possessed that intangible Super Bowl-ness...big, pop-cultural, fun. Even fewer seemed to have anything relevant to say about the brand, such as the Planters "uni-brow" spot. I loved the Bridgestone "screaming animals" spot, but it would have been a much better spot for the Saab featured in the spot than the tires the car rode upon. As for Bud, good spots, but I've seen the dog and horse thing before. Tide's talking stain was funny, but did it have Super Bowl-ness? My fav? The Coke "balloon float" spot. It was classic Coke (for Coke Classic). Big. Entertaining. Unexpected twist. Utterly charming. And Charlie Brown finally won something. Coke is about smiles. And that spot was just that. The Audi spot that I wrote about last week liv

Marketing as a service.

What if we re-imagined marketing as a way to serve customers?  What if we designed it as a way to provide real-time value and utility to customers? Our SXSW panel at explored these issues and more.  Marketing as a service harnesses Big Data to provide more meaningful and helpful experiences for customers.  It is a principle born of the belief that the dynamics of customer loyalty have fundamentally changed.  Loyalty can no longer be solely defined by customers staying loyal to a brand.  Because the internet provides us with unlimited choice, the tables have turned – brands must now demonstrate their loyalty to customers by serving them.