Perhaps the past few months when you were out getting your groceries at the local store (they exist outside of New York right?) you might have found yourself lost while trying to find your favorite Tropicana orange juice. It seems that along with the revamp to the Pepsi brand, PepsiCo decided it was time to reinvent the tride and true Tropicana container. Now when I saw this my first reaction was “…What only this generic OJ… where’s my good stuff” but upon further inspection I was standing right in front of it… ‘cept it was all new-ish and not orange juice looking. I have spoken with several friends and coworkers (one who did like the new direction… I shall not name him for he will be the subject of much ridicule).

This morning in the NYTimes they address this issue and the fact that after much consumer feedback PespiCo has decided to return quickly to the old and respected Tropicana orange with the straw look. I must say… wise decision. I do think the new logo is good and a nice clean update… but they just changed to much.

On a side note I think their Pepsi redesign is nice… and successful since it isn’t to far from what people would expect.

Read the NYTimes article here

See the Ads and new design on Tropicana’s site here

1. 

   Sasha

   Posted on October 18, 2010

   We did an eye tracking study on the effectiveness of the ‘New’ pack in the UK where we have never had the straw graphic and the results predict a 13% loss of sales. Tropicana shoppers don’t see new packages at shelf and are drawn to Tesco’s own brand products that have some similarities to the UK Tropicana pack. The truth about the sales loss has little to do with that graphic, and everything to do with shoppers ‘ability to find the new packages at shelf. Consumers have to find the product at shelf before they can buy it. One eye tracking study and this could have been avoided!

   http://thinkeyetracking.com/Blog/