redesigned tropicana packaging by the omnicom agency

in early january 2009 tropicana of pepsico introduced its redesigned packaging by peter arnell of the omnicom agency. the new packaging depicts a tall glass of tropicana with the message ‘100% orange pure and natural’ written across the carton which aimed to capture the pureness and freshness of the product and brand however it failed to win the heart of its loyal customers. the company has received negative comments on its new packaging saying it was ‘ugly’, ‘stupid’ and ‘a generic bargain brand’.

consumers want the old packaging of tropicana juice backprevious packaging of tropicana

tropicana has decided to bring back the previous packaging with a straw sticking in the orange, starting from the next month. the president at tropicana north america has admitted the brand’s underestimation of the strong emotional connection that consumers had with the previous packaging. he also mentioned ‘those consumers are very important, so we responded’.

the orange shaped new cap will remain as they continue to run a TV, print and out door advertising campaign ‘squeeze’ acclaiming the change of design. more http://www.tropicana.com