Tropicana’s 2009 packaging redesign failure is in my eyes one of the most interesting case studies about branding through packaging design. Tropicana launched the new packaging for its best-selling product in North America in January of 2009. In January 2009, Tropicana North America changed the look or design of its flagship Tropicana Pure Premium brand cartons. Product design is an important aspect of any manufacturing company. In the case of orange juice packaging the level of minimalism that was brought to this package design is very … tropicana's "shocking" failure in 2009 was one of the most interesting case studies on the importance of product design and packaging. Tropicana packaging redesign failure is the on of the marketing disaster occurred due to change of brand logo. packaging]. In Tropicana’s case, customers literally couldn’t find the product they already wanted to buy on the shelves. 1-What were the marketing and business objectives for the Tropicana pack change? They’ve lost their recognition. In this case-study we will find main reasons. Tropicana’s redesign struggle illustrates the importance of packaging in the overall branding ecosystem. disaster change tropicana And worse than that, they look like a generic brand. (Anonymous, 2001) was resonating with consumers, and Tropicana needed to react. Probably more important in Tropicana’s case was the second rule. At The Branding Journal we like to feature branding success stories, however sometimes analyzing branding failures is even more interesting, as it … Whether Tropicana really conducted research to that effect or chose to ignore findings before commercializing the new packaging remains unknown. Companies always have to innovate somehow in their products; in the packaging, in the formula, in the taste or in the marketing campaigns. 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 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. 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. After redesigning their packaging in 2009, sales for their premium orange juice dropped 19%. But when packaging suddenly changes in a big way, they definitely notice. In my opinion, the orange with a straw was a clear illustration of what consumers could expect. In this case, I would mainly focus on imagery and colour, and explain why the new packaging cause the sell decrease. 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