Ever underestimate the power of packaging? This is how Tropicana lost $50,000,000 with that approach.
Picture this: It's 2009. Tropicana, arguably the world's leading juice brand, decides to give its North American packaging a makeover.
However
Whilst it is a much better design in many ways
👉 It was a bolder design.
👉 It had unique design cues, like an orange for the cap.
👉 It was stripped back for a more premium feel.
The majority of Tropicana’s consumers criticised the new packaging.
All because it lacked ONE critical thing
Familiarity with the consumers
The packaging had changed so much that customers couldn’t recognise it on a supermarket shelf.
The brand reverted to the original packaging a few weeks after launch.
The redesign resulted in an estimated $50M loss in sales.
P.S. If you prefer bits in your orange juice, don’t talk to me.
#packaging
Picture this: It's 2009. Tropicana, arguably the world's leading juice brand, decides to give its North American packaging a makeover.
However
Whilst it is a much better design in many ways
👉 It was a bolder design.
👉 It had unique design cues, like an orange for the cap.
👉 It was stripped back for a more premium feel.
The majority of Tropicana’s consumers criticised the new packaging.
All because it lacked ONE critical thing
Familiarity with the consumers
The packaging had changed so much that customers couldn’t recognise it on a supermarket shelf.
The brand reverted to the original packaging a few weeks after launch.
The redesign resulted in an estimated $50M loss in sales.
P.S. If you prefer bits in your orange juice, don’t talk to me.
#packaging
