In Tropicana’s case, customers literally couldn’t find the product they already wanted to buy on the shelves. They’ve lost their recognition. Tropicana’s Packaging The iconic orange and straw graphic pre-dated PepsiCo’s purchase of the Tropicana brand, and was originally conceptualized as part of Pixar’s first animated television commercial, produced for Tropicana in 1989 (Pixar, 2010). tropicana's "shocking" failure in 2009 was one of the most interesting case studies on the importance of product design and packaging. disaster change tropicana Tropicana launched the new packaging for its best-selling product in North America in January of 2009. Tropicana packaging – Case study 2009 & 2012 Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. In this case-study we will find main reasons. After redesigning their packaging in 2009, sales for their premium orange juice dropped 19%. Tropicana packaging redesign failure is the on of the marketing disaster occurred due to change of brand logo. Probably more important in Tropicana’s case was the second rule. Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. passion for Tropicana’s original look: “We underestimated the deep emotional bond [consumers had with the original. packaging]. In the case of orange juice packaging the level of minimalism that was brought to this package design is very … In my opinion, the orange with a straw was a clear illustration of what consumers could expect. 1-What were the marketing and business objectives for the Tropicana pack change? (Anonymous, 2001) was resonating with consumers, and Tropicana needed to react. When Tropicana tried to change things up, customers revolted, and they lost a fifth of their sales in a matter of weeks. Case Study – Tropicana Pack Redesign Lucas Martinez Agulha. In this case, I would mainly focus on imagery and colour, and explain why the new packaging cause the sell decrease. Product design is an important aspect of any manufacturing company. Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. But when packaging suddenly changes in a big way, they definitely notice. Tropicana Pure Premium, the juice brand with sales revenues totaling more than 700 million dollars per year, was relaunched as a more modern version of the famous brand. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. Companies always have to innovate somehow in their products; in the packaging, in the formula, in the taste or in the marketing campaigns. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it … In January 2009, Tropicana North America changed the look or design of its flagship Tropicana Pure Premium brand cartons. From Tropicana’s ads(#1), Brand Packaging report (#2),and Matt Everson’s comment (#3), we know that colour is so important for Tropicana orange juice, because orange colour can inspire the appetite. It has to take care of the external influencing factors like consumers’ requirements and appeal, and internal constraints like manufacturing process, economies of scale, etc. And worse than that, they look like a generic brand.