Tropicana Squeezes New Life Out Of Its Old Packaging

Tropicana redesigned its packaging, but it turns out people prefer the old Tropicana packaging (pictured below) over the new, which some say is generic-looking. Could a harsher criticism be leveled?
According to The New York Times, the company is paying attention to its customers complaints and reversing its decision to change.
the_preferred_pack.jpg

The PepsiCo Americas Beverages division of PepsiCo is bowing to public demand and scrapping the changes made to a flagship product, Tropicana Pure Premium orange juice. Redesigned packaging that was introduced in early January is being discontinued, executives plan to announce on Monday, and the previous version will be brought back in the next month.
Also returning will be the longtime Tropicana brand symbol, an orange from which a straw protrudes. The symbol, meant to evoke fresh taste, had been supplanted on the new packages by a glass of orange juice.

The article also reveals that the research didn’t reveal that a passionate core of Tropicana customers existed. Which is classic.
Naturally, the agency head responsible for the work, which also includes an ad campaign featuring the new packaging, is on the defensive.

“Tropicana is doing exactly what they should be doing,” Peter Arnell, chairman and chief creative officer at Arnell, said in a separate telephone interview on Friday.
“I’m incredibly surprised by the reaction,” he added, referring to the complaints about his agency’s design work, but “I’m glad Tropicana is getting this kind of attention.”

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.