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Tropicana apple juice orchard style find a store full#

Campbell said, is to play up “the functional benefit” of orange juice in providing fruit for people’s daily diets “and the emotional connection people have with Tropicana.” The main message communicated in this campaign was “Squeeze, it’s a natural”. Tropicana released a new advertising campaign along with its packaging strategy. The logo size was also reduced to highlight the message: “100% Orange Pure and Natural” The advertising campaign that was released with the new packaging design The original one was horizontal and followed by the product name “Pure Premium”, while the new logo is vertical with a simpler and more modern font. We engineered this interesting little squeeze cap here… so that the notion of squeezing the orange was implied ergonomically.” The logo:Īnother important difference between the two packs is the new logo design. “We wanted to take the orange and put it somewhere. This message goes along with the new advertising campaign launched by the same time, and both the packaging and the ad include the statement “Squeeze, it’s a natural”. The idea is very creative and interesting, as we can see that the cap really has the shape and texture of half an orange that you can squeeze to obtain a fresh orange juice. The agency decided to take the orange and move it to the lid of the bottle. What was fascinating was that we had never shown the product called the juice.” The lid: “Historically, we always show the outside of the orange.

Tropicana apple juice orchard style find a store full#

Perhaps one of the most important changes is the fact that a big transparent glass full of orange juice replaced the orange and its straw. “We thought it would be important to take this brand and bring it or evolve it into a more current or modern state.” stated Peter Arnell, director of the creative agency Arnell in his speech explaining the strategy chosen for the Tropicana product. To understand this strategy failure, it is important to analyze what did Tropicana change in its packaging design.

In total, this initiative cost Tropicana more than 50 million dollars.ĭifferences between the original packaging and the new one:.

On February 23rd, 2009, Tropicana announced that it would return to its original packaging design, and within a few months, the old packaging was back for good on all supermarket shelves.

Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands.

Two months later, sales dropped by 20%, and this spectacular decrease in sales represented a loss of 30 million dollars for Tropicana. A few days later, consumers started criticizing the new design, especially on social networks.

On January 8th, 2009, Tropicana launched the new packaging for its best-selling product in North America – Tropicana Pure Premium, with sales revenues reaching more than 700 million dollars per year.

Both the packaging design and the advertising campaign were created by the same agency: Arnell.

Tropicana invested 35 million dollars in an advertising campaign that promoted the new packaging for the fruit juice brand.

The launch of the new packaging was indeed such a failure that Tropicana had to drop it to come back to the original version of the packaging.įirst of all, let’s summarize the facts to better understand the reasons for this packaging failure. However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. On January 9th, 2009, the PepsiCo-owned brand decided to replace the existing packaging design for its best-selling orange juice with new packaging for the North American market. → Please note: for each nutriment, the average is computed for products for which the nutriment quantity is known, not on all products of the category.Tropicana is a very famous brand that sells fruit juice worldwide. Comparison to average values of products in the same category: