Did Loyal Customers Force Tropicana To Backtrack
Update 5/20/2009: Recent sales reports indicate Tropicana sales declined 20% during the Jan./Feb. timeframe that correlated with the packaging change. This indicates the packaging problem was more severe than consumers simply not liking the design, it actively hurt the ability of individuals to figure out where and what Tropicana was. It is still surprising to me that a marketing powerhouse like this could have been taken in by the branding gobbley-gook that must have been put forward to justify the redesign. It also relates to this post in that without a sales decline of this magnitude I doubt the packaging would have been rethought this quickly – more likely folks would have tried to power through. The Ad Age link (subscibers only, but the only place I could find the info at the moment.) Tropicana recently did a packaging 180 due to customer demand (or, could it be lack of … Continue reading