New Minute Maid juice packaging -- can it avoid the Tropicana disaster?
Filed under: Extracurriculars, Food, Shopping, Failed Products
In the world of advertising, the Tropicana disaster of 2008-09 is already legendary as a failed product debut. The orange juice container redesign by controversial brand guru Peter Arnell eliminated the familiar straw-in-an-orange image in favor of a photo of a glass of OJ. This killed the brand recognition developed over many years, resulting in a 20% drop in sales and the loss of millions of dollars within two months. Tropicana beat a hasty retreat to the old design.
Now, according to Advertising Age, Coca-Cola is taking a similar risky step, re-branding its Minute Maid line of juices. The company wants to eventually harmonize the images surrounding the brand and the others it owns, including Del Valle, Andina and Cappy.
The new orange juice design features whole oranges, slices, and leaves to suggest the groves from which it comes. As you'll see from the pictures above, the new packaging has more green, and the blue is gone. I like it.
The update doesn't wander far afield from Minute Maid's previous look, and has never had the whimsical appeal of the Tropicana brand, so I wouldn't expect this change to spark the same kind of fight or flight reaction among the juice-drinking population.
Any change in the sector, however, regardless of how slight (Arnell is also the person responsible for the rotation of the Pepsi logo, which he attempted to explain in a pitch that has become notorious for its doublespeak), is always a risk.
Watch Peter Arnell explain his failed Tropicana design.
Reader Comments (Page 1 of 2)
11-20-2009 @ 6:15AM
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11-20-2009 @ 10:06AM
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11-20-2009 @ 6:58AM
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11-20-2009 @ 7:27AM
fred said...
Does anyone remember "new Coke" great idea there as well.
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11-20-2009 @ 8:23AM
algon said...
I hope WALLETPOP will soon edit their comment section. They are receiving the same "advertisement comments" as many other sites, and failure to maintain only relevanrt responses to their postings will eventually deteriarate their site. If you are going to post a story/article, then you should be responsible for editing useless responses.
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11-20-2009 @ 8:37AM
Judith said...
The new label is difficult to read for people whose eyesight is not perfect. There is not enough contrast between the white and pale yellow of the label. The old label is easier to read. I have bypassed products whose labels are difficult to read, even if they are familiar brands. Hope Coca Cola is reading this comment...they may lose a life-long customer.
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11-20-2009 @ 8:42AM
doug said...
Tropicana , If it ain't broke don't fix it. The old package got you to where you are today so don't let some slick Madison Avenue jerk sell you a bill of goods.
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11-20-2009 @ 10:06AM
TATRODDER said...
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11-20-2009 @ 9:30AM
JoJo said...
I wonder if this genius "guru" is the guy behind the idiotic Burger King campaign. WHY BK chose to go with a scary plastic king and commercials that are downright stupid or the junior whopper commercials that are just dumb. I've always enjoyed a junior whopper, but have stopped going to BK since they've started usinng these commercials. Why support them with my dollars.
Maybe BK needs to get back to "old school" with the have it your way...or find an ad company that knows how to make CLEVER commercials.
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11-20-2009 @ 12:35PM
waagtod said...
You are completely right. The BK "KING" is a terrifying clown that i can't imagine my reaction if I woke up and this thing was in my room holding MY breakfast. I'd probably kill it. If advertising didn't have an effect on people they wouldn't use it. If the message changes it changes your view of the product.That is advertising 101 and if you can't see it, you are blind.
11-20-2009 @ 9:43AM
Silent Josh said...
Tropicana changed their packaging? I always get Tropicana, and I never even noticed, something tells me that wasn't a huge reason behind the sales drop.
And the commenter on the BK ads, really? Stop buying a product you enjoy because you don't like their current marketing campaign? If that's not the shallowest and silliest idea I've ever heard for not buying a product. The only person losing out is you, as it's a very successful campaing, and the thousands of customers they've gained from it certainly outweigh the one they lost.
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11-20-2009 @ 10:04AM
JohnH said...
To stop buying a product because you do not like the ad campaign is no more shallow or silly than is buying a product because you do like the new ad campaign, as did the thousands of new customers you cited in your post. There are as many reasons to buy or not buy a product as there are potential consumers. Whatever the reason, the consumer speaks with his wallet. It is up to the seller to discover the reason, no matter how silly or shallow, for the consumer's decision. You say JoJo is the only one losing out. I would argue, and BK would too, that the seller loses out when it loses even one consumer. Anyone in business knows how important each sale is.
11-20-2009 @ 1:24PM
keoetter said...
John, I disagree. If you already buy a product and like it, then it is shallow and silly to stop buying it because of the new ad campaign. The product has not changed. Granted, many consumers refuse to look past that (my grandfather still won't drink Coke from a plastic bottle), but that doesn't change the facts about the food/drink.
11-20-2009 @ 10:00AM
Janet said...
I find no problem with the new Tropicana design, I purchase the orange juice based on it's contents not on the packaging and Tropicana offers the fresh squeeze orange juice not concentrated and that is what appeals to me.
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11-20-2009 @ 7:56PM
tom said...
call mc mahon and tate.and let larry tate and darrin stevens fix the problem.
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11-20-2009 @ 10:16AM
silman said...
"Converting the love , the attitude of that love between the mother and the children" DID I JUST HEAR THAT ? Its orange juice ! What Love is this guy talking about ? The love he didnt get (laid ) in high school ? love? What a big bunch of BS. The "nature of a squeeze" ???? What ? Im thinking "main Squeeze'' ie some broad im banging ! NOT... oooh how cute mom give me a squeeze.Guys a pie in the sky Ad agency dudge, defending his companies ad program that caused a 20 % drop in product sales !!! Thats a BIG drop ! Like almost ruin the company drop . To ad insult to injury the old ad was doing fine and was arready paid for. Im gonna but tropacanna anyway , because every time I take that orange cap off, I'm going to think that I'm SQUEEZING that Bald head of mr Arnell !!!
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11-20-2009 @ 10:27AM
aeromel78 said...
My first thought when I looked at the picture of the new Minute Maid carton is that this color scheme makes it look awfully close to the Tropicana cartons. I don't know if I believe that's a coincidence.
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11-20-2009 @ 10:36AM
Raul Rodriguez said...
Who really gives a flying Wallinda? I get my oj from the store like everyone else, that is since the State of Florida chopped down 26 of my mature citrus trees.
I do miss the freshly squeezed kind. Thanks Jeb Bush
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11-20-2009 @ 10:55AM
Nose Jobs said...
Judging from the ridiculous and wasteful packaging and the even more ludicrous advertising, it would be my guess that more and more advertising agency "geniuses" are getting their inspiration from nose candy (you know: the white, powdery kind).
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