Tuesday, February 24, 2009

Tropicana to Abandon Much-Maligned Juice Carton


Tropicana is moving back to their original packaging.  I was shocked when I went to the grocery store when they first unveiled the new design and I wondered where all the Tropicana went and then that is when I saw the failed attempt at a new logo.

It seems like the biggest complaint among consumers was that the new packaging made it look like a generic brand, and also "de-emphasized the type of juice inside."  Tropicana is bringing back the classic orange pieced by a drinking straw.  It only took 6 weeks for it to be removed from store shelves but it didn't come a moment too soon.  This was certainly an embarrassing moment for Tropicana, which is the largest U.S. producer of refrigerated orange juice by volume share.

Let's just hope that Tropicana sticks to their roots, and goes with their classic look!

Source: WSJ

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