Oh, where does one even start with the Tropicana disaster of 2009? Yes, I'm referring to THAT rebranded packaging which involved removing their iconic 'straw in an orange' image.
First off, the old packaging was so distinctive, so identifiable that you could spot it a mile away. It was familiar, and it was really warm, almost inviting! It had a charm about it that most brands don’t.
Then, they change it to this super-minimal, dull thing that looked like it belonged more to a no-frills discount range. All of a sudden, Tropicana was stripped of its personality. Remember the tagline, ‘Squeeze, it’s a natural’? GONE! The cap, designed like an orange and feeling like an orange? GONE! Stripped of its joy!
Why, Tropicana? WHY? You had it right, you were a household name, a beloved brand. You threw it away over some misguided idea of 'modern design'. Well, guess what? Even after spending $35 million on this drivel, Tropicana had to revert to their old design in less than two months due to all the backlash. Proof that you should never alienate your loyal customer base for a bad rebrand.
This was no minor blunder, folks. It’s forever registered in the annals of branding history as 'The Day Tropicana Forgot Its Own Juice'.
lol, they probably thought 'Less is more.' Little did they know, with juice, more is more! 😅