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Tropicana’s 2009 package redesign was recalled within a month of its release date. The familiar old packaging featured an unpeeled orange with a straw stuck through the middle of it. As Peter Arnell explains in his interview, Tropicana wished to bring the actual orange juice into a more visual light. In efforts to do so, Tropicana replaced the old packaging with trendier design, sans serif fonts, and dominant visual packaging. A glass of orange juice overwhelmed the front of the 2009 orange juice boxes. The idea behind the repackaging was solid: We sell 100% orange juice, let’s depict 100% orange juice.
The old Tropicana package design was classic and familiar for brand loyal users. In contrast, the new package design targeted a younger audience and failed to include Tropicana’s original design aspects. Tropicana’s 2009 design featured a dominant visual of orange juice accompanied by bright colors and sans serif fonts. Kudos to Tropicana for attempting to reach a younger audience, but the colored labels on the new package design were mildly confusing.
However, Tropicana was unaware of how this change would affect their most important consumer segment. In regards to the 2009 recall, Neil Campbell, president of Tropicana North America in Chicago, said that the criticism he cared about was from “our most loyal customers (Design Research Group, 2009).” Although Tropicana implemented focus groups to fuel their redesign, their research excluded their most important consumer segment. Primary and secondary research are necessary to the rebranding effort, but research for research’s sake is not suitable enough. Research and investigation must give insight into a wide variety of consumers and it absolutely must include brand loyal consumers.
When rebranding or repackaging your product, learn from Tropicana and ask the right people the right questions!
Design Research Group, Initials. (2009, February 28).Rip it up and start again… tropicana’s failed bid to update its orange juice packaging design. Retrieved from http://designresearchgroup.wordpress.com/2009/02/28/rip-it-up-and-start-again-tropicanas-failed-bid-to-update-its-orange-juice-packaging-design/