Tuesday, February 24, 2009
$162 Million Can't Buy Perfection
Sometimes millions of dollars and a 27 page document full of phrases like "brand trajectory" and "Emotive forces shape the gestalt of the brand identity" is no substitute for good old fashioned brand loyalty.
Pepsico, owner of the Tropicana brand, chose to re-design their product packaging along with their entire roster of products. The response was, well, .
Why change something so iconic? I still remember as a kid watching the commercials of the straw going straight into the orange.
Goes to show that the big money and publicity can work wonders, but sometimes it's just having simple conversations with the most loyal customers that move the needle.
(image h/t )
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2 comments:
Don't forget that brands need to evolve overtime. They're living, breathing things that must grow and adapt to survive. My guess with Tropicana is that they want the brand to appeal to a broader audience. The look seems to appeal to a younger audience, perhaps the 20-something crowd. In an effort to capture market share in the highly competitive beverage industry, perhaps they're looking to broaden the appeal beyond moms. Just my two cents.
Just saw the new Tropicana packaging at Pick N Save. Totally stands out from other brands. Very unique. They're defintely trying to differentiate at the store level.