Tropicana Orange Juice rebranding design failure.
This was a cool graphic showing Tropicana’s sales went DOWN after swapping their iconic orange-with-a-straw image for a plain glass of juice:
On the post there was a good comment that explained part of it:
I've seen Tropicana orange juice for years, and the packaging on the right made me think it was a different product!
Image Description
The image shows a side-by-side comparison of Tropicana's original and redesigned packaging. The original features an iconic orange with a straw, labeled "Fine," while the redesign shows a plain glass of juice, marked with "$30M in lost sales!"
Positive Aspects
The image effectively illustrates the dramatic impact of Tropicana's rebranding. By comparing the two packages, it visually communicates the consequences of the design change and supports the blog post's message about the importance of brand identity.
Key Takeaways
- Tropicana's sales dropped 20% after a packaging redesign.
- The original design featured a recognizable orange with a straw.
- The new design replaced it with a plain glass of juice, leading to consumer confusion.
- Brand identity is crucial in maintaining customer loyalty and recognition.
Additional Insights
Branding isn't just about aesthetics; it's about maintaining a connection with consumers. Tropicana's mishap serves as a reminder that familiar imagery often holds significant emotional and brand loyalty value. Before making drastic changes, companies should consider consumer attachment to existing designs.
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