The Marketing Folly of Tropicana
November 5, 2009
posted by Liz
for anyone who tried to find Tropicana Orange Juice and couldn’t, this design exploration proved to be a miss… what went wrong? design can make or break a brand.
As reported by Peter Merholz:
“A few weeks ago, shopping for my family at the supermarket, I did a double-take in front of the juice display. My standby, Tropicana Orange Juice (with Some Pulp) was no longer there. In fact, I didn’t see any Tropicana juices. In disbelief, I looked around for another option, and it was only after this second look that I realized they did have Tropicana, but in newly-designed cartons. The new design wasn’t bad, but it lacked the distinctive personality of the orange-with-the-straw image, instead favoring a cool and generic aesthetic. I came away disappointed…”
