Sam Brusco, Associate Editor02.23.17
Tropicana never expected a simple packaging change would so severely sour its customers.
In 2009, the company altered the design of its orange juice cartons to a more modern image by swapping out its traditional straw-in-orange logo with a glass of orange juice. Unfortunately, after doing so, they lost about a fifth of their sales in a few weeks, according to Business Insider. Consumers were so infuriated by the switch they complained about the redesign in letters, emails, and telephone calls, begging for a return to the original logo. According to an article on the subject in The New York Times, the new design was described as “ugly,” “stupid,” and resembling “a generic bargain brand.” Tropicana loyalists apparently set store by the freshness evoked in that straw in the orange, and based on the intensity of the outcry, felt personally attacked by the change. “Tropicana has something like eight feet in the refrigerated section. People recognized it. They didn't trust [the new logo],” Olson chief creative officer Dennis Ryan told Business Insider. Thankfully, the company quickly resol
In 2009, the company altered the design of its orange juice cartons to a more modern image by swapping out its traditional straw-in-orange logo with a glass of orange juice. Unfortunately, after doing so, they lost about a fifth of their sales in a few weeks, according to Business Insider. Consumers were so infuriated by the switch they complained about the redesign in letters, emails, and telephone calls, begging for a return to the original logo. According to an article on the subject in The New York Times, the new design was described as “ugly,” “stupid,” and resembling “a generic bargain brand.” Tropicana loyalists apparently set store by the freshness evoked in that straw in the orange, and based on the intensity of the outcry, felt personally attacked by the change. “Tropicana has something like eight feet in the refrigerated section. People recognized it. They didn't trust [the new logo],” Olson chief creative officer Dennis Ryan told Business Insider. Thankfully, the company quickly resol
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