deep ad thoughts blog

Tropicana Tries Again

Wednesday, August 17th, 2011
by Kyle Sacks +

Early last year Tropicana unveiled their new brand identity. It was greeted with a fiery outburst that was something akin to how being caught in a solar flare would feel. People were furious for two reasons. First, Tropicana ditched the classic straw-stuck-in-the-orange icon (because getting rid of your most recognizable brand feature is always a good idea, right guys? Guys?). Second, the design Tropicana did go with looked like a generic store brand.

Within a month Tropicana’s market share had dropped 25% and they reverted back to their classic brand look. Well Tropicana is at it again and this time they took a different route. Instead of redoing their whole look (breathe easy, the straw skewered orange is still present), they decided to just rip off Simple Brand.

Classy right? Natural and fresh are the big buzzwords of the grocery world and Tropicana wants a piece of that taco. What better way to get there than try to look like the most recognizable orange juice brand that already has “natural” and “fresh” as part of its brand recognition. My favorite part: Tropicana has a whole section on their website assuring people that the new bottle is good and that the orange and straw aren’t going anywhere. It reads, in not so many words, “We get it, you like the straw, happy? HAPPY?! Please don’t freak out again…” For Tropicana’s sake, I hope the new bottle does well. Personally, I’m sticking with straight gin as my morning beverage.

9 Responses to “Tropicana Tries Again”

The Cyphers Agency
on August 17th, 2011 at 6:12 pm #

Tropicana packaging redesign: Take two. http://t.co/juyMfp7
AAF - Baltimore
on August 17th, 2011 at 6:56 pm #

RT @adsatTCA: Tropicana Tries Again http://t.co/DKpNTPG
Alltop Branding
on August 17th, 2011 at 7:10 pm #

Tropicana Tries Again http://t.co/vmWJbtv
Abc on August 30th, 2011 at 9:24 am #

Who wrote this? A 12 year old? An uneducated 20 something, maybe? Don’t you know, Mr Kyle, that we are in THE worst economic times in our country’s history? Flashy labels weren’t selling anything. “Toned down” labels was and is (according to research) booming with sales. do your homework before you step up on your soap-box and start writing with reckless abandon.
Mrgozerfat on August 31st, 2011 at 2:29 pm #

Any thoughts as to whether the original re-design of the carton (quickly reversed) was a strategy to divert public attention from how the 64 oz cartons were reduced to 59 oz? (This happened soon after Tropicana restored the old logo on the carton.)
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