The redesign of Tropicana's Pure Premium OJ containers has me pissed! Why? Because the design went from upscale to totally generic.
Susannah Locketti: I put myself through college working as a grocery store cashier. The daily ritual of scanning food items exposed me to the art of corporate design trends and re-branding efforts. I'd be the first to notice a change in packaging, or the new angle companies would take to lure us to buy their product. Right now for example, fiber is the buzz word. Companies have now found a way to put fiber in cottage cheese -- just to increase sales! It's absurd because cottage cheese does not naturally have fiber. Poptarts now have tons of fiber. If I want fiber I'll eat an apple people!
When Tropicana down-scaled their packaging six weeks ago, I was shocked, yet understood exactly what their marketing team was trying to do with the new design. The simple bottle with an orange in the middle and 100% juice on the front is a far cry from their former white bottles with their classic straw stuck in an orange logo. The old juice container also boasted "Pure Premium." This bottle runs the barely noticeable Tropicana name up the side with "pure premium" in very small type.
The bottle was unappealing, but if you think about it, Tropicana is now competing with less expensive store brands and generic brands in a bad economy. If it looks inexpensive, then the customer might assume it costs less and buy it. The problem was Tropicana didn't consider what their existing customers would think about the new design.
Turns out, faithful Tropicana drinkers hated the redesign. Angry consumers took to the web and complained because it looked so generic. Tropicana drinkers wanted that Pure Premium look back, and in several weeks they'll get it. PepsiCo will return the juice to its former self as a result of the whirlwind of negative feedback.
I'd understand Tropicana's redesign if their price reduced at the same time their look reduced ... but as a mom and a consumer, I feel taken advantage of by Tropicana. Some people are so crazed at the store they do in fact grab what looks generic and inexpensive without looking at the price. Crying kids and a long day at work will do that to you! Little do consumers know they just grabbed a pricier juice designed to look cheaper. Talk about reverse marketing...
|Susannah Locketti is an on-air chef and lifestyles personality discovered by the Food Network. Susannah is a mother of 2 boys, who specializes in low cost approaches to food and home. She is currently working on her first cookbook.|