Tropicana redesigned its orange juice carton and lost $30 million
The Tropicana logo of an orange with a colored straw sticking out of it is fun and memorable. It’s hard to beat.
But in 2008, Tropicana brand managers thought they knew better. It’s time to modernize orange juicethey said. Let’s spend 35 million dollars to rename our juice! First, we’re going to get rid of a logo that’s instantly recognizable to a few hundred million people and replace it with a generic-looking glass of orange juice. Next, we’ll swap out the sleek Tropicana typeface with a crisp contemporary typeface. Finally, we’re going to turn the brand name sideways to make it hard to read.
Of course, when the new carton came out, customers rejected it and Tropicana lost $30 million in sales.
Our customers are really stupid not to like our new designbrand officials said. Guess we’ll have to bring that ugly orange back with the straw sticking out of it.
This is a great example of why you should never play with a winning formula. Tropicana brand managers thought they knew better than customers, and they paid the price. When you have a good thing, don’t try to fix it.
Since Catalina Almeida:
One of the main reasons for rebranding/redesign is for brands to reconnect with existing consumers and reach new ones.
Tropicana’s redesign involved replacing the popular orange with a straw, with a generic glass of orange juice replaced. Tropicana’s orange juice became generic and customers stopped referring to it.
The rebranding failed to reinforce customers’ deep emotional connection to the original packaging; this clearly identifies the importance of a brand’s visual identity. Even if the final product remains the same, if the brand appearance does not take into account proper customer research and feedback, it can have a significant impact on the brand, in a negative way.