Tropicana Drops Package Redesign

In this article, we will explain how Tropicana will redesign its package and how to restore the previous version. This change was made to attract more customers to purchase the product. Introduction The source of this article is on the New York Times website. Stewart Eliot. "Tropicana discovered that some buyers are keen on Pacakaging." Please reply on February 23, 2009. http://www.nvtimes.com/2009/02/23/business/media/23adocl.html. Why does it change Tropicana has returned to its original packaging and decided to use it as one of the most popular organ juices.

In 2009, Tropicana decided to change their appearance by providing a stylish and sophisticated design that they thought they were prepared for the modern market. Two months after redesigned packaging, sales are down by 20%, meaning a loss of 30 million dollars. Design and sports, and loss of sales, resulted in losses of more than $ 50 million. But why did he fail? The customer reported a deep emotional connection with the original packaging and found that their so-called "ugly" design was too close to general brands and store brands when brand remodeling was done. Please look at the packaging. Details about the failure of the Tropicana brand here.

I remember the experience of redesigning soap brand packaging in India. Until then I was directly involved in the brand, but I knew that my colleague was responsible for that brand. They took a basic prototype and put it in the store to see the reaction of consumers. They think that a wonderful design completely melts the confusion of the soap brand. They were then redesigned to recreate the stack of 3 soaps with the bundled product and to provide clear contrast and discoverability from the messy passage on the shelf. With this simple but effective design iteration, even before the advertisement starts, the product will be fully sold when the store is restarted. The brand soared to the Indian soap brand that is selling from the 11th to the 3rd. And it is wonderful given the very diffused space.

From that important day, packaging change was always my main marketing method. Of course, I know that packaging needs updating from time to time. However, drastic changes can be a risk. Do you remember the confusion of a new Tropicana bottle a couple of years ago? According to the report, brand sales of the new package design decreased by 20%. It should happen automatically when you access the site, such as pop-up, walking, talk, flash etc. The media website is famous for this. A lot of things move and jump out and make a sound. I can not even even pinpoint where to click to stop. I will come to the website to find specific content or learn something. All these actions will prevent me from doing this and interacting with your brand.