Beverage

JANUARY DESIGN FORUM RESULTS

Posted: May 6, 2014

PepsiCo Inc. has launched a packaging and marketing campaign to reinvigorate the Tropicana brand. The campaign is centered around a "Squeeze" theme and presents the longtime "natural" favorite as an alternative to the many new beverage options flooding the market. How do you think this new packaging will reach out to new customers while retaining brand loyalists?

Jim Sloane, v.p., sales and marketing, Insulation Corporation of America, Allentown, PA
I much preferred the old packaging with the orange colored orange and wording such as Grovestand. The new design and colors don't cut it with long time customers like me.

Leslie Tucker, IQ Design Group, New York, NY
I walked out of the supermarket the other day because I couldn't find my Lots of Pulp Tropicana. I thought I was in the presence of a 50 SKU store brand. I understand iconic branding is on-trend, but does Tropicana now look a tad cheap? Could it be a strategy? National brands camouflaging themselves to compete with those pesky store brands? These are hard times. New customers will reach for Tropicana, walk it over to the cash register, and be very happy with their choice until the price comes up. Tropicana's new store brand look is saddled with a national brand price. Then there are brand loyalists like me who wish the label felt a touch more appetizing, because it's really influencing what Tropicana tastes like.

Norma Kwan-Waski, Managing Partner, John Waski Design, Westport, CT
I am not sure if the "Squeeze" theme is coming through nor "Natural" since there is nothing more "Fresh Squeezed and Natural" than juice right out of an orange, as the old package depicted. The initial strategy may have been to keep the elements clean by the simple typographic treatment and graphic image; however, there is a fine line between simplicity and generic. The product has now lost its well-established branding, due to the lack of hierarchy with the brand mark vs. the rest of the package copy. Furthermore, the glass of juice lacks the zest and natural invigorating appeal of the fresh picked orange. Since the "100% Orange" is playing an important roll on the new package, loyalists may have a harder time to find their brand without some work on-shelf. With this overall "simple and generic" look, new consumers may be comparing this with store brands and their price points.

Simon Gainey, Competitive Innovation LLC, Philadelphia, PA
I think it will confuse the base and do little to bring new consumers. This package fundamentally misses the important role that packaging plays on-shelf. It's easy to miss and get screened out by consumers in the few seconds they have at the shelf. At a glance it doesn't communicate the brand's positioning, it appears very generic almost like a private label brand, and as a brand block it is a blur. This is a package that it not working very hard for the brand.

Tom Newmaster, partner, William Fox Munroe, Shillington, PA
I'm not a big fan of the new Tropicana package. I'm having trouble with the brand look and message in this particular category. The wholesome freshness is gone, and the new design looks like a completely different product. Maybe that was the intent. It looks artificial-not pure and natural. Is it a new formula? When I saw this in its "natural habitat," the shelf, I had some trouble differentiating between products in the line. There is almost a reverse effect here and now the competition stands out on shelf. That being said, I do like the design concept and its overall cleanness. The new carton is simple, to the point, and uncluttered. However, it might work better on a different product or category.

Bob Avino, IQ Design Group, New York, NY
From the mouths of Tropicana loyalists what I am hearing is: "What happened to my brand?" The comments I've heard is that the redesign looks like a store brand and the product segmentation is difficult to understand at retail. If current consumers can't find their brand on-shelf, will they pick up another instead? How are they to gain new customers? After seeing the new packaging within the new "Tropicana Squeeze" ad campaign, it seems that the new packaging design works incredibly well visually within the campaign itself (curious to know which came first). I also had a similar reaction to the new Pepsi can. Is there some connection here?