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.
Analysis Summary
Tropicana’s modern infographic spotlights its 2009 packaging fiasco: the iconic orange-with-straw replaced, sparking $30M sales loss. Keywords focus on rebranding, consumer confusion and orange juice, with entities Tropicana, Tropicana Orange Juice and Pure Premium anchoring the narrative. Copy adopts Before-After/Problem-Solution frameworks, using loss aversion, consistency and anchoring to alert marketers. A Z-pattern guides eyes from bold red “$30M lost sales” to vivid glass and carton imagery, engaging brand and design professionals seeking rebrand lessons.
Keywords & Trends
Trend Analysis Over Time
Trend Summary
Identified Entities
Style Analysis
Copy Analysis
8th-9th grade level
62
Words
15.5
Words/sentence
Detected Frameworks
The text contrasts the successful ‘before’ package (orange with straw) with the failed ‘after’ package (plain glass), showing the negative outcome.
Implicit structure: Problem—sales decline and brand confusion after redesign; Solution—stick with recognisable visual assets.
Psychological Triggers
Shoppers avoided buying because the new pack felt like losing the familiar, trusted product. Brand lost ≈20% of sales.
Consumers expect visual consistency; breaking it erodes trust and recognition.
Shoppers are anchored to the original orange-with-straw image; without that anchor, they fail to identify the product.
Attention Analysis
Eye Flow Pattern
Z-pattern starting at top left speech bubble, sweeping to the bold red right-side headline, then diagonally down to the vivid orange glass, then across to the left carton illustration, finishing at smaller textual details on each package.
