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Tim Russell

February 23, 2009 5:05 PM

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I heard this story on NPR this morning and seeing the new package now it does look like a generic store brand.

15 replies

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Tsubasa

February 24, 2009 2:37 AM

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@Tim Russell: @Oranges w/ Cheese: Somehow the \"Tropicana\" is just not very noticeable. It actually took me a second to understand how I was even supposed to know what brand it is. I know the name is virtually the same size, color, and font, but the human mind works in mysterious ways...

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kmw2

February 24, 2009 1:42 AM

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@Tim Russell: It totally does - it took me a minute to catch on that Shaw's hadn't devoted an entire cooler to their store brand OJ. It looks like they were trying for sophisticated and ended up with bland. The orange-shaped cap is cute though. (Even though I'd rather a recyclable carton.)

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mountaindew

February 23, 2009 7:40 PM

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@Tim Russell: I'm with you. Also, I like to get-in-and-get-out when I go to the grocery store, so when I couldn't find my regular Tropicana OJ, I randomly picked one that was on sale then (not store brand), totally missed the new packaged Tropicana because the color of the orange on the carton looks pale and too generic - not appealing.

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February 23, 2009 7:12 PM

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@Tim Russell: Yep, first time I saw it a few months ago, I thought it was store brand. Maybe it's because the Tropicana is sideways and I didn't feel like reading sideways, but I thought our store had stopped selling Tropicana.

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February 23, 2009 6:23 PM

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@Tim Russell: I noticed this at the supermarket and completely thought it was a generic brand. I thought right away it was a dumb move. I wouldn't cry over it, but I'm glad they are changing it back.

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February 23, 2009 6:03 PM

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@Tim Russell: I bought 2 cartons last week... thought it was S&S brand... and was very surprised that it was Tropicana.

Why would a company, that has worked so hard to develop the whole \"Fresh from the Orange\" branding... just up an adandon it?

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Villnius

July 2, 2009 7:39 AM

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Truth in advertising? Check out a book by Allisa Hamilton, called \"Squeezed: What you don't know about Orange Juice.\"

The OJ in that carton might be farther away from an orange with a straw stabbed into it than you think.

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Patrick Henry

February 23, 2009 6:22 PM

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They're going with the emerging trend of packaging, super clean and minimalistic. The new pepsi can is just a blue can with the new pepsi logo, vector artwork is all over the place, and tropicana now took a minimalistic art style on their packaging. The straw in the orange is very 80s-90s. People want clean modern packaging now.

Have you looked at the Lucerne yogurt cups? They changed awhile back and have a more solid color look to them, too. I personally like this newer style.

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SunnyLea

February 23, 2009 7:30 PM

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@Patrick Henry: People want clean modern packaging now

Well, actually, apparently not. Being as people complained in such volume and intensity that they are changing it back.

(I like the new packaging better, but c'est la vie.)

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Vanilla5

February 23, 2009 6:47 PM

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@Patrick Henry: Yeah, but I hate that the market is now saturated with \"clean, minimalistic\" packaging...so now it all looks the same. White background, sans serif font, simple icon/logo.

I'm one of those people who will stand in the aisle comparing ingredient and nutrition panels instead of going by the aesthetics of packaging. I'd rather them spend that re-branding/re-packaging money on R&D (or God forbid, keeping their employees employed). Because (in my opinion), in the end, if the product is good/reliable/works the way it's supposed to, people will be back.

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HRHKingFridayXX

February 23, 2009 6:21 PM

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@lonestarbl: Maybe what Tropicana was thinking is that their original packaging was *too* upscale, and what with the recession people were subconsciously reaching for what looks cheaper. Just like in the boom years everyone wanted to look more upscale.

Either way, I thought the new packaging looked nicer- less cluttered and more streamlined. The whole straw-in-the-orange is a little misleading, when you compare the taste of fresh squeezed to pasteurized OJ.

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Landru

February 23, 2009 7:48 PM

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@HRHKingFridayXX: I thought pretty much the same thing; that they were trying to compete with lower-priced house brands.

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Oranges w/ Cheese hates what Christmas has become

February 23, 2009 6:00 PM

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@Tim Russell: It looks new and trendy. It doesn't look ANYTHING like Walmart brand, or anything else for that matter.

Plus, I think the TROPICANA on it is somewhat of a dead giveaway.

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February 23, 2009 5:40 PM

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@Tim Russell: I guess so, but it's hard to believe that many people actually got upset about it. Really, what's the difference? The OJ is still the same, right? Are these people decorating the inside of their refrigerator or something?

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February 24, 2009 3:05 PM

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@Shadowman615: Well, it's a bit like wine or such, but there ARE differences. Tropicana tends to be a bit sweeter/less tart.

Growing up squeezing oranges from grandpa's back yard when I wanted some juice, I'm a bit spoiled.

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February 23, 2009 11:15 PM

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@Shadowman615: Aside from some general upset over change in general, there is actual some functional issues with the new design.

Namely, Tropicana has created god knows how many various types of orange juice and they are all in the same tightly packed shelving area, oftentimes misplaced by grocers. The old packaging made it VERY easy to tell what kind you wanted. If you wanted the Tropicana Pure Premium Original, you looked for the bright orange top on the carton that said NO PULP, and so on and so forth.

With the new packaging, you really have to hunt for it and it is not easy to find at a glance.

I personally think the real reason for the uproar is because they took something like \"buying orange juice\" that they already have needlessly complicated by offering 50 million varieties, and then further complicated it by making it difficult to tell them apart.

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mcjake

February 23, 2009 5:22 PM

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@Tim Russell: Totally agree. As a matter of fact I sung by walmart to buy some cheap OJ for screwdrivers and accidently bought tropicana. It looked like a generic brand to me. I thought \"holy shit! $4 for walmart brand OJ!?\"

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The Porkchop Express

February 23, 2009 6:30 PM

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@mcjake: and that's why it was perfect.

I would make my \"expenso 5000\" look just like the \"generic 1000\" or even cheaper so you would gravitate towards it in a pinch.

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February 23, 2009 5:06 PM

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Why did they even change it? It's an iconic logo, like the Coke script, although maybe not quite as recognizable. Why spend all these years getting people to learn your logo, then change it? Isn't that the point of a logo - so people almost subconsciously reach for your product versus all the others?

Maybe I'm just pissed because the ad agency douches get paid way more than I do and are freaking idiots.

7 replies

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Alessar

February 24, 2009 1:55 PM

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@Dreaming of Chocolate-Covered Bacon: I agree, the logo was iconic. The little hint of a leaf... it felt very organic. I don't mind replacing the orange with a straw for a nice glass of juice but don't touch the logo and turn it into generic light type turned sideways.

I actually saw this packaging in the store yesterday for the first time. It's even more generic looking in person than I expected. Also, the way the glass of juice is placed on the side of the box makes it look like a generic rounded colorful corner shape and not a glass of OJ at all.

Packaging FAIL.

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TechnoDestructo

February 24, 2009 3:35 AM

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@Dreaming of Chocolate-Covered Bacon:

People have to be seen to have done something in their job. Even if it is something detrimental, it's easier to spin a disaster into something good on the resume than it is to spin nothing.

This also explains every single thing wrong with the US military.

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February 23, 2009 6:32 PM

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@Dreaming of Chocolate-Covered Bacon: Maybe I'm just pissed because the ad agency douches get paid way more than I do and are freaking idiots.

I believe there is a term for that...player hating.

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redskull

February 23, 2009 5:33 PM

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@Dreaming of Chocolate-Covered Bacon: Sadly, this is business as usual these days.

Yes, the point of a logo is supposed to be corporate identity, and most corporations can only wish they had the recognizability of the Coke script. But lately a new trend has developed where companies update their logos (for the worst, IMO) every few years, whether they need to or not. Even Holiday Inn has changed their iconic script logo for a sorry generic \"H\" that makes them look like a gas station.

I think it's a case of marketers trying to update things that don't need updated, or feeling the need to change something just to have a hand in the revamp and justify their positions.

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February 23, 2009 5:28 PM

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@Dreaming of Chocolate-Covered Bacon: Fewer colors. Cheaper packaging.

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BlackMage is doing the Time Warp agaaaaaaain!!!

February 23, 2009 5:22 PM

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@Dreaming of Chocolate-Covered Bacon:

While I agree that the old packaging just plain worked, and worked well, there is some benefit to simplicity. I'm sure the company would have saved some money during the box printing process. The new box was simpler, less detailed, and had a lower resolution picture than the life like orange and straw.

Still, I voted for \"this whole thing is stupid.\" It really is. There will ALWAYS be vocal minorities. My guess is these \"customers\" were the likes of Jewel and Costco who already have similar, generic cartons of their own, although the last Jewel-brand OJ I bought was in a large, plastic, orange jug...

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Anonymous

February 23, 2009 8:27 PM

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@BlackMage is doing the Time Warp agaaaaaaain!!!: Full printing is full color printing- it does not cost any less if the picture is lower resolution. While the new package looks simpler, it would cost the exact same to print as the old package.

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mike

February 23, 2009 5:06 PM

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I have the same problem. I can't quickly distinguish between low acid and high pulp. It's rather annoying.

2 replies

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brianary

February 23, 2009 6:52 PM

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@mike: Ditto. I don't think the comparison to store brands is the mark of doom that others do (I've found store brands that tend to use sugar rather than the HFCS in their brand name counterparts, anyway), and I don't care about the subjective beauty of it, but if I have a hard time telling which variety I'm getting, that's a problem.

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Sarah of Get Cooking

February 23, 2009 5:55 PM

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@mike: Having same problem. I don't know why they bothered changing it. I bet many customers now have trouble finding it in the store as well. I did at first.

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silver-bolt

February 23, 2009 5:07 PM

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Read: Soggy, stubborn, old people complained. Tropicana caved.

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February 23, 2009 5:07 PM

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I can't say I \"care\" about the packaging, but I did think it was a cheap generic store brand when I first saw it.

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February 23, 2009 5:08 PM

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Yes, it looks like a generic store brand. So what? It's the product inside that counts, why care what the package looks like? However, I can understand the argument that the packaging makes it difficult to distinguish between varieties.

4 replies

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February 23, 2009 5:46 PM

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@bonzombiekitty: On that note, where was this level of outcry when Tropicana silently switched to South American oranges/grapefruit?

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February 23, 2009 6:04 PM

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@MikeGrenade: They didn't switch, exactly; they just added 'em in. I'm guessing there was no outcry because most buyers, like me, didn't find much difference.

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Rob Weddle

February 23, 2009 5:16 PM

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@bonzombiekitty: Exactly.

Also, for what it's worth, Target's Archer Farms store brand has packaging design that's comparable to any brand name, and Publix store brand packaging has won awards for their designs. I don't think calling the new design on par with a store brand is necessarily an insult.

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Nicole Glynn

February 26, 2009 6:15 AM

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@Rob Weddle: I didn't eve know Archer Farms was a store brand until it was pointed out in my Identity Design course when we were examining Target's branding. But I think that's the exception to the rule, look at your usual supermarket store brands, they're unremarkable and this new Tropicana packaging fits right in.

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February 23, 2009 5:10 PM

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Count me among the stupid who can't figure out the packaging. There are so many varieties now (vitamin added, low acid, wood pulp, omega 3s...) and the new packaging had the amount of pulp on the top portion and the sub-variety in a tiny little strip under the logo.

In my local store, these are always packed in the back corner by eggs, cheese and milk so it's a logjam of carts and I just guess and grab to dodge the angry elderly women. And I almost always grab wrong.

2 replies

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AD8BC

February 23, 2009 5:56 PM

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@KyleOrton: wood pulp?

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February 23, 2009 7:00 PM

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@AD8BC: That's what I'm saying! I can't read 'em!

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zentex

February 23, 2009 5:13 PM

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HA!

I thought my parents started buying the store brand. I opened their fridge this weekend and saw that new design and figured dad was going cheap in his old age.

But...now I know :P

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intellivised

February 23, 2009 5:15 PM

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I saw this at the grocery store as I am actually coming down with a cold (the one time I actually buy OJ) and had a WTH? Where's the Tropicana? moment. I gave up looking for it and got a generic brand instead. Because it was cheaper. I work in advertising/video type things and branding has to be one of the biggest scams going. I'm pretty sure the Pepsi people paid north of a bajillion dollars for their stupid new logo.

8 replies

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February 23, 2009 8:49 PM

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@intellivised: isnt this why there are market research groups? to find this out ahead of time?

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intellivised

February 23, 2009 9:15 PM

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@bobloblawsblog: Also you would have thought they would have figured out: 'hey this Pepsi logo looks just like the old one'.

Maybe I'm just bitter no one is hosing cash on me to do nothing.

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intellivised

February 23, 2009 9:13 PM

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@bobloblawsblog: Exactly. You think they would have figure out 'this design looks like Safeway brand' before they dropped all the cash on changing everything. Next time send the money to me, I'll photoshop a new OJ box that looks like something someone made during class.

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Wormfather is Wormfather

February 23, 2009 7:11 PM

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@intellivised: I'm gonna give you a pass because you wernt feeling well, but I do the food shopping every week and when I saw it I said \"Oh look honey tropicana has a new design.\"

How'd I know...because tropicana was written all over the GD package.

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intellivised

February 23, 2009 8:11 PM

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@Wormfather is Wormfather: I'll be 100% honest - when I'm shopping I'm not really much of a label reader. Add a fever to that and yeah I'm done for.

I know in the soda aisle: \"White = diet\" and in snacks: \"Blue = Ranch\" and I know to avoid both colors when in a hurry.

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February 23, 2009 5:46 PM

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@intellivised: Nahh, pepsi just borrowed heavily from various Obama logos.

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Landru

February 23, 2009 7:53 PM

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@teknowaffle: Here in the San Franciso Bay Area, a local radio station's travel division's new slogan is \"Yes We Can\". Their radio spot sounds just like an Obama ad.

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Oranges w/ Cheese hates what Christmas has become

February 23, 2009 6:02 PM

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@teknowaffle: Did you miss the huge ad-campaign post about how it was based on the earths magnetic field?

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intellivised

February 23, 2009 6:32 PM

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@Oranges w/ Cheese: Is that the line of garbage the ad execs used to fleece Pepsi?*

*I'm not discouraging fleecing of Pepsi, but I am kind of tired of ad companies getting a king's ransom for 20 minutes of Photoshop work and a report full of non-speak.

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Nicole Glynn

February 26, 2009 6:17 AM

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@intellivised: As a designer, I can assure you no matter how much B.S. is in the writing, the graphics still took far more than 20 minutes to put together. A lot more effort goes into that sort of thing than most people realise.

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February 23, 2009 5:15 PM

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Thank god, it was a pain to try to find which one is which when the only indicator was a strip 4 cm tall.

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February 23, 2009 5:15 PM

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I said this every time my girlfriend and I would go shopping. It looks way too much like a generic store brand, and you can't easily find it among the 2834 other kinds of orange juice.

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February 23, 2009 5:16 PM

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People really need better things to be mad over.

Orange juice? Really?

2 replies

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February 24, 2009 9:01 PM

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@Pizza_Club: The Internet is where I'm allowed to be mad about anything I want.

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February 23, 2009 5:43 PM

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@Pizza_Club: But it's not even the juice they're mad about -- it's the box it came in!

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Anonymous

February 23, 2009 5:16 PM

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Oh my gosh - I thought I was the only one who hated the new packaging!

Yes, not only does it scream \"Here is some generic orange juice\", or \"Let's all try to look like an Apple-branded ijuice\", but it is annoying as heck when brands switch easily identifiable, iconic logos, when you're trying to just run in and grab your groceries!

I think the new Pepsi logo is pointless and weak, too, but at least THEY kept the large swaths of color and circle that were identified with their brand. Tropicana dumped everything unique, and just left the colors orange and green, which are used on EVERY bottle of orange juice.

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February 23, 2009 5:17 PM

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I really like the new packaging design (especially the design for the plastic cap) and thought that it actually made the product look a lot more premium and less generic than the older packaging. Also, I really like the new coloring scheme that distinguishes amongst the different types. Then again, I rarely buy orange juice (only when someone in the family is sick), so I guess they were impressing the wrong sorts of people.

Now what IS awful are these Tropicana ads I keep seeing everywhere in NYC with these two little girls who are missing half their teeth. Maybe cute on paper, unnerving in its execution.

3 replies

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Beth Coccaro

February 24, 2009 7:45 AM

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@wwwhitney: THe coloring scheme was there before - but now it is MUCH smaller and very hard to distinguish between brands. 6 customers at Stop and Shop today took over 5 mins to find the type we wanted. For the first 2 weeks, I thought they eliminated the LOW ACID version, had to go to the website to figure out what happened.

The cap was only introduced in the last 2 weeks. I have a version of the new packaging with the old style cap. I will admit cap is cute.

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Nitrokart knows CPR and took that guy's wallet

February 23, 2009 5:38 PM

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@wwwhitney: Isn't there a premium version of Tropicana? Tropicana Pure or something. :/

Anyways, I voted \"I don't care\" because it's just packaging for orange juice. I don't drink orange juice, and all the soda I drink is store brand. I don't have any brand loyalty... except maybe to Nintendo. xD

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February 23, 2009 6:32 PM

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@Nitrokart: It's all pure...maybe you're thinking Valencia? That stuff rocks!

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February 23, 2009 5:17 PM

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My job cafeteria carry's the small carton of Tropicana apple, orange & grapefruit...this morning because I quickly picked what I though was grapfruit, at my desk it was apple juice.

All the boxes look the same, unless you look at the small tab on the top that indicates the type of juice.
It's not really a big deal, just pain attention...but it does look rather generic.

My second issue with Tropicana is the HIGH sugar contents. Your telling me I'm consuming 43 grams of sugar for Apple juice concentrate? Same thing with the grapefruit...sometimes it's just too sweet...that can't be natural.

Anyone's input?

2 replies

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Graham Kilmon

February 23, 2009 5:30 PM

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@WatchOutNow: Thats why its \"concentrate\". A standard apple has 13g of sugar. Now imagine concentrating them into a container of juice. 43g of sugar is only 3.3 apples worth. Sounds \"natural\" to me...

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February 23, 2009 6:15 PM

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@Graham Kilmon: This is why fresh or unfiltered juices are better for you. The sugar content is close, but the added fiber and vitamins make it worth drinking.

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Anonymous

February 23, 2009 5:17 PM

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I liked the new packaging. Plus, the little orange-shaped cap was much easier to open than the old one.

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February 23, 2009 5:18 PM

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I *had* been a loyal purchaser of Tropicana (the low-cal variety is the best tasting) but the new packaging made it absolutely impossible to find the variety I wanted. After a few minutes of fruitless searching, I just bought Minute Maid. If the Tropicana market is older buyers, they did not do adequate market research before changing the style!

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welsey

February 23, 2009 5:20 PM

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I like the new Tropicana design! I think it has a nice simple aesthetic appeal and I disagree that it looks like a store brand. Most store brands seem to go with the \"more is more\" school of thought and have crowded design with Microsoft Works font technology.

I do think it was a mistake to ditch the iconic straw-in-orange imagery, though.

3 replies

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TechnoDestructo

February 24, 2009 3:56 AM

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But someone gets to put something like \"leveraged new paradigms in visual branding vocabulary\" on their resume, so it works out in the end.

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Wormfather is Wormfather

February 23, 2009 7:13 PM

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@welsey: I aggree, I like the new design as well. I'm a big fan of minimalist designs.

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February 23, 2009 5:57 PM

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@welsey: this proves two things: people gravitate towards recognized, familiar designs, even though they are, from strictly a design perspective, much worse.

Also, whoever designed the new package horribly underestimated how valuable the freaking orange with a straw in it is.

My instinct tells me someone came up with a kickass design that refreshed a tired, dated-looking product, while still keeping all of the brand's \"aisle cred.\" At which point, it got systematically dismantled and neutered by a committee and hours and hours of focus groups, which ended up in an overly compromising design that makes the agency that did the work look like a bunch of overpaid pussies.

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February 23, 2009 5:21 PM

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I'm just amused by how crappy people seem to be at scanning. Is it REALLY that hard to find that big ass TROPICANA label, or are people just shopping at gargantuan grocery stores with orange juice sections that span whole aisles?

2 replies

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Beth Coccaro

February 24, 2009 7:46 AM

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@aguacarbonica: I always looked for the orange with the straw first - especially when rushing.

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February 23, 2009 9:37 PM

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@aguacarbonica: It's not the Tropicana label, it's identifying which variety you want - that's a lot harder.

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Propaniac

February 23, 2009 5:21 PM

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Similar to others' reactions, the week they changed it I went to the OJ section and thought the store was totally out of Tropicana products. It took me several seconds to realize that the juice I wanted was still there. I've grown kind of used to it since, but it still looks weird; the old packaging is just too recognizable.

3 replies

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February 24, 2009 3:12 PM

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@Propaniac: About the only reason I found out about the new design is that I came in when they were still 50/50.

Still, I liked the earlier design better. Now it looks a lot like the store generic just past the minute maid.

Grovestand/high pulp all the way for me. That's how I used to drink it, right after squeezing the orange.

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Propaniac

February 23, 2009 5:25 PM

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@Propaniac: Oh, and yeah, I never feel totally sure that the 6 oz. boxes I'm buying are the same variety that I used to buy (the kind with calcium added). It IS too hard to distinguish. Even as I read the words on the label, I wish they would just use the blue packaging that I'm used to grabbing.

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hmk

February 24, 2009 1:12 AM

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@Propaniac: what you said.

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glinters

February 23, 2009 5:22 PM

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Brand recognition takes years to develop and customers are very loyal to what they are familiar with. Why mess with it? Modifying and modernizing is one thing but the new packaging is unrecognizable as Tropicana- it can't be good for their sales.

1 replies

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Red_Eye

February 23, 2009 6:44 PM

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@glinters: Because what works better than brand recognition? Controversy and the publicity it brings.

They just got a ton of publicity for a tiny blip on the radar.

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February 23, 2009 5:25 PM

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It was on sale for $3.00 at my local Safeway. I didn't even notice they switch packaging.

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February 23, 2009 5:27 PM

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But I LIKE the little orange with the straw!!! :(

Really, I stopped buying this brand because it was too expensive. My mom, however, would go before a firing squad before she switched.

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typoink

February 23, 2009 5:27 PM

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I don't think the new packaging looks \"generic\" -- it's nicely-designed and still keeps the color scheme.

My beef with it is that it's way too hard to see the variety and pulp in what you're reaching for. I don't WANT low acid! I LIKE the acid!

The weird thing about this? The Eggs & Juice stock guy at the local supermarket actually took my girlfriend aside a few weeks before the change saying that Tropicana was going to shoot themselves in the foot introducing \"generic\"-looking packaging. The guy was right!

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DoctorMD

February 23, 2009 5:29 PM

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Doesn't matter now I discovered Simply Orange tasted better

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February 23, 2009 5:30 PM

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When I first saw the new package in publix I though, damnnnn, who over ordered on generic OJ. It was a solid 20 across and 3 rows.

As far as the package redesign, much like the new pepsi logo, some graphic designer is laughing their ass off they got paid to do the job.

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Anonymous

February 23, 2009 5:30 PM

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When I first saw this design, I thought they started selling mimosas in a box because of the huge wine glass with orange juice in it. I was like, liquid breakfast, now THIS is for the recession era! After I figured out it was Tropicana, I thought it looked like a generic store brand.

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Gtmac

February 23, 2009 5:30 PM

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It really is the distinguishing of types that makes me glad their ditching the new packaging. I could care less about whether it looks like a generic or store brand.

Tropicana offers 12 varieties of OJ:

* Grovestand Calcium + Vitamin D* (Lots of Pulp)
* Calcium + Vitamin D* (No Pulp)
* Grovestand* (Lots of Pulp)
* Original* (No Pulp)
* Homestyle* (Some Pulp)
* Antioxidant Advantage* (No Pulp)
* Healthy Heart with Omega-3* (No Pulp)
* Low Acid* (No Pulp)
* Healthy Kids* (No Pulp)
* Orange Strawberry Banana (No Pulp)
* Orange Tangerine (No Pulp)
* Orange Pineapple (No Pulp)

They used to have them clearly color coded and the pulp content clearly labeled. Going with the new packaging was a mistake. It's as if Snapple decided to make all their labels green regardless of the specific flavor of the contents.

and @Pizza_Club. It's not about being mad. It's about having a convenience in life removed. We all have them. I'm sure there's something minor in your life that you'd rather not be without. You may not even realize it's there as I hadn't with the OJ packaging. But of course I'm sure that everything that makes you mad is totally worth it.

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Rachacha

February 23, 2009 5:31 PM

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In otherwords, some Higher op did not see the new package design that some graphic designer put together until recently, and he hated it, so to save face, the blame it on \"Public outcry\"

That said, it really is a bad design especially when your corporate symbol does not appear on the package.

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SacraBos

February 23, 2009 5:32 PM

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Sometimes companies change things to modernize there image. Companies also pay a lot of money for \"branding\" in order to get their product recognized and build brand loyalty.

Sometimes these two things are at odds with one another.

And the new packaging does look like it could be a just the Wal-Mart brand... If I wanted the Wal-Mart brand, I'd shop at Wal-Mart.

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rpm773

February 23, 2009 5:33 PM

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It does look pretty generic, but then I think the old one looked like Florida's Natural (or vice versa)

Looks like it goes well with the new logos adopted by Royal Ahold (Stop & Shop, Giant) and Superfresh.

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Thaddeus

February 23, 2009 5:34 PM

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All the new Pepsi, Tropicana, Gatorade logos and packaging, in my opinion, is not all that good looking and has made things harder to find. Now I'm not saying I can't find it, it's just taken an extra couple of seconds... but that's long enough for me to start looking at other stuff.

I think Pepsico is only hurting themselves here.

2 replies

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Rob Weddle

February 23, 2009 5:45 PM

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@Thaddeus: What I think hurts Pepsico more than their logo redesign is the fact that they don't offer canned products in 12 packs: just 8 and 18.

I like 12 because one 12-pack gets me through exactly two weeks, between paydays and grocery store visits. I really, really like Pepsi Max, but 8 is not enough to last me, and 18 is too much to fit in the fridge.

Guess I'll be sticking with Diet Coke.

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Greasy Thumb Guzik

February 23, 2009 6:05 PM

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@Rob Weddle:
Where do you live that there's only 8 & 18 packs?
We still have 12 packs in Chicago.
I would guess that the package size is a decision of the local bottler, not Pepsi.

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Thaddeus

February 23, 2009 6:51 PM

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@Greasy Thumb Guzik: Not that it helps Robs comment, but I'm also in the Chicago area.... all I ever see is 12 and 24 packs. The only 18 packs I can think of is some beer...

Funny thing is I would buy a 8 pack but it would be Ginger Ale. Never really been a cola fan.

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February 23, 2009 5:34 PM

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It is so interesting that there is a major backlash against package design that, to judge by the photos, contains the same volume of product.

Where's the backlash when redesign is REDUCES the volume? Where's the backlash against the \"shrink ray\"?

2 replies

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Anonymous

February 24, 2009 2:43 AM

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@alexburrito: That is the real issue, they're going to downsize their products, but will charge the same as they are now. Seems like their tactic to distract buyers from what's really going to happen is working like a charm.

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MoreFunThanToast

February 23, 2009 5:39 PM

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@alexburrito: You said it!

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MoreFunThanToast

February 23, 2009 5:36 PM

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I love the new packaging, and I actually find it easier to distinguish between low pulp and lots of pulp since it's written on the top without all those distractions from the old packaging.

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February 23, 2009 5:42 PM

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I don't buy Tropicana that much. But if I buy OJ, that's what I go for. Haven't seen the new packaging in person yet, but from seeing the picture, ew. Can't believe they would even have changed it to something so simple. Straw and Orange is the shit!

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TechnoDestructo

February 23, 2009 5:46 PM

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There's backlash over this, but no one cares about the fact that they use Brazilian oranges now.

I dunno, I think I'd care about my orange juice going from sweet to bitter more than I care about what is depicted on the package.

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February 23, 2009 5:54 PM

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I don't get why everyone is so bent out of shape about the new packaging. I still recall the first time I tried to buy OJ after they rolled out the new design. I looked around, thought it was the store juice, and then realized it was actually the good stuff. Now, when I go to the store, all I need to do is remember what it looks like. No different then before. It's not like they're changing the packaging every time you go shopping! :-P

1 replies

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February 23, 2009 7:33 PM

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@bostonguy: I think the redesign is stupid, and the attention to it is justified because in general, food prices are going up (usually accompanied by half-assed excuses) yet too many brands somehow find the money for expensive redesigns and ad campaigns - and now there's credible evidence that this one in particular was a complete flop.

I don't think Tropicana has been one of the shrink-ray products, but in general people are feeling irritated towards lame excuses for raising prices, and if they can spend money on this kind of nonsense, they should be able to make things a little less expensive.

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jeblis

February 23, 2009 5:56 PM

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I don't really care, but the original had a lot of recognition and the new one looks generic.

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DerangedRoleModel

February 23, 2009 6:00 PM

Moderate |Flag for review

The only thing they should keep from the new carton is the orange-shaped cap.

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February 23, 2009 6:06 PM

Moderate |Flag for review

Wow my mom was complaining to me about this the other week and I just shrugged it off. I didn't think anyone would care. Yet another lesson proving that mom is always right.

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Reid Antonacchio

February 23, 2009 6:08 PM

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I'd be a lot happier if they went back to 100% Pure Florida Orange Juice

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discounteggroll

February 23, 2009 6:13 PM

Moderate |Flag for review

I'm not an OJ drinker, so I can't distinguish the old packaging from the new. =/

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introductoryperiod

February 23, 2009 6:20 PM

Moderate |Flag for review

the carton said \"tropicana\" and i purchased it. it tasted the same as the previous graphic-ed product. who cares?

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jbrecken

February 23, 2009 6:20 PM

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During this recession I've been buying more generic store-brand items - maybe Tropicana are deliberately trying to look like the cheaper stuff so people will buy it by mistake.

On the plus side, they changed their packaging but at least they didn't shrink-ray it in the process.

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jimmy37

February 23, 2009 6:26 PM

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The new packaging is so ordinary, it looks like a store brand, no wonder these people hated it.

I think Tropicana failed to realize their \"straw in the orange\" symbol is what is important, as well as the typeface of the name Tropicana. I wonder if Tropicana experimented with abstracting these symbols in some way or to change the size and position. Look what other companies such as CBS, ABC, NBC, Apple did to update their brand without abandoning it.

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Joe Lachiana

February 23, 2009 6:28 PM

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I think it looks \"high end\". Too flashy a label usually means \"trying too hard\" in my eyes at least.

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February 23, 2009 6:33 PM

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It is increasingly embarrassing to be an American, don't change the package because we might think its a store brand. WTF, have we become so lazy that we don't want to read one word.

1 replies

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February 23, 2009 7:27 PM

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@TrueBlue63: It's not that simple, though. People aren't running in just to buy orange juice, they're buying a pile of shopping, and they're trying to squeeze it (no pun intended) between work and kids and whatever. They don't want to have to perform an exegesis on every item to figure out if it's the one they want or not. I suspect that people would probably get used to this in time, but I also bet that the most successful design repackaging contains a fair amount of easily identifiable reference to the previous look, so that people don't have that moment when they're trying to figure out if they want what they're holding.

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February 23, 2009 6:39 PM

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here's an idea, instead of fussing over what a package looks like, fuss over what its made up of! Is it recyclable? Is it green(not just in color)? If we still had dangerous toys we wouldn't have to worry about stupid consumers.

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honestlytoomuch

February 23, 2009 6:40 PM

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The first thing I said when my boyfriend brought home the new Tropicana was \"Ugh, what did they do..consult Pepsi? I hate it.\" I'm glad enough loyal customers complained and it's changing back.

@Pizza_Club
Look at the news we watch. Americans are always talking about and complaining about stupid shit in life. If we actually paid attention to what was important then we wouldn't be in the ridiculous mess we are in now.

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OJS

February 23, 2009 6:43 PM

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I heard they are using half as many colors as before to print the new design. It's supposedly helped them to save a LOT of money.

2 replies

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February 23, 2009 7:22 PM

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@OJS: Going from a 6 or 8 color press to a 4 color press can have huge cost savings.

I was confused the first time I saw the new packaging as they changed the color coding and also their wording.
Beige used to be \"More Pulp\" but now red is \"High Pulp\".
More Pulp is now High Pulp. If customers have a conditioned reflex to identify and grab your item then why mess with their heads?

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February 23, 2009 7:26 PM

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@MrsLopsided: From the image above - red used to be No Pulp but now it's High Pulp.

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HiPwr

February 23, 2009 6:46 PM

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Perhaps they were offending some vocal minority with their old packaging. Citrus worshipers that were horrified by the violent image of an orange impaled by a straw who would hold hands, sing, and cry in the orange juice aisle.

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February 23, 2009 6:50 PM

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I can forgive the fact that it looks like a generic store brand, but after buying the wrong type of juice (AGAIN!!!), its about friggen time they go back.

Little tiny blue-green line that says \"Acid free\" turned my OJ experience into something not so fun. Sure no acid would be great, but for some reason the juice tasted way off. Ill take all the acid please, and hold the ugly hard to distinguish packaging.

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February 23, 2009 6:57 PM

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The people want their juice, and they want it now, and what's with this \"deep emotional bond\" over the old packaging? Do you SLEEP with the box, hugging it in your sleep? Seriously, I'm confused.

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February 23, 2009 6:59 PM

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Is it me or did anyone else think they switched to a more \"generic\" looking package to hope that more people would mistakenly grab it assuming it was the cheaper brand?

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Youdont Knowme

February 23, 2009 7:03 PM

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If someone has a deep emotional bond with the original packaging, then they have bigger problems than trying to figure out what orange juice is what.

Why can't people distinguish between the oj?
I think the problem lies within the general population's lack of ability, to pay attention to their surroundings.

As long as the Grocery Shrink Ray doesn't do it's dirty work to it, I don't care what a product looks like on the outside.
It's not like people are collecting 2qt size cardboard orange juice cartons. Or, are they???

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Skybolt

February 23, 2009 7:07 PM

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The new packaging didn't make the Tropicana stuff harder to find if you just looked for the word \"Tropicana,\" but I suppose I don't care one way or the other.

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I_have_something_to_say

February 23, 2009 7:12 PM

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Who in the hell at Tropicana is making these decisions? That's the best package they could come up with? I'm guessing you don't need a degree in anything to design packaging there.

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Margie Mae Chidley

February 23, 2009 7:15 PM

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The package as a whole is pretty bad. It's just blah and boring. But I like the logo and the new cap (with the little orange). Very clever and endearing. But you can't get rid of the straw in the orange. I mean, really, what's wrong with you? That image is iconic and wonderful.

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jhuang

February 23, 2009 7:15 PM

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The new Tropicana packaging is my favorite redesign EVER (off the top of my head, anyway). Does NOBODY see that genius little orange cap?!?! I'm a sucker for little quirks like that.

I was really surprised when I first saw it, though. And then I freaked out over the cap and decided to buy Tropicana forever.

1 replies

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John House

February 25, 2009 6:42 PM

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Oh please. Florida's Natural brand orange juice has had the orange slice cap for ages now and I'm sure there will be some kind of trademark lawsuit against PepsiCo because of them nicking that design.

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Wormfather is Wormfather

February 23, 2009 7:15 PM

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This proves that most of the population consists of OJ Drinking Zombies who cant find the damned orange juice without a god damn straw in the god damned orange to guide them.

I cant wait til next month when Wonderbread off's the little girl and ditches the multi color dots. (I think I might have just combined two different brands actually, but you get the point.)

2 replies

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jbrecken

February 23, 2009 8:13 PM

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@Wormfather is Wormfather: The bread with the little girl is Sunbeam

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February 23, 2009 7:35 PM

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@Wormfather is Wormfather: The Little Debbie's Girl? I can see her going, but the wonderbread dots are pretty iconic.... people might be confused.

I use the dots as a sign for what kind of bread to avoid. So I like having them around.

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zibby

February 23, 2009 7:26 PM

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Things can't be that bad if this is considered a problem. Still, I seem to recall that Scott changed the packaging on their toilet paper some years ago and people were similarly dismayed. Yes, that's right - there's no longer a little ribbon printed on the wrapper of a roll of brownstreak.

All that being that being said, it's difficult to imagine that major packaging changes in general end up being worth the effort and investment.

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Finine

February 23, 2009 7:32 PM

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I normally purchase Minute Maid frozen concentrate OJ and bought this Tropicana recently because I had a coupon. I did notice that the packaging looked different but I didn't have any problem finding it at the store. However, for 3 days in a row at breakfast hubby asked me, \"Is this grapefruit juice?\" because it tasted so bitter and AWFUL compared to what we are used to. I still have the second half-gallon that we haven't opened yet but I doubt we'll end up drinking it. Someone mentioned upthread they are using different oranges now, I wonder if that is why it tasted so bitter? Maybe Tropicana always tastes bitter and we're just not used to it. We'll stick to Minute Maid, thank you. And I do prefer the old packaging, for what it's worth. Doesn't matter if the product sucks though!

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February 23, 2009 7:39 PM

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I have no strong feelings about orange juice in general (though I drink it pretty regularly), but seeing the packaging recently made me think less of sugary orange goodness and more of something diluted and orange-flavored. It looked watered down. I can do that myself with the frozen stuff.

I actually remember being fascinated with the orange+straw as a kid, since it looked so realistic but I knew that there was no way you could just punch a straw through an orange. It's kind of captivating.

The passion for redesigning logos / packaging and going for fresh/youthful/vigorous/dynamic fails when you've got customer base who may not be interested in any of that. They want tasty, reassuring, comfortable, familiar. It's part of the morning routine, or something you drink when you're under the weather. It's not silly \"mtn dew\".

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February 23, 2009 7:40 PM

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While I agree brand recongnition takes years to create and the new packaging made \"100% Orange\" appear to be the brand name of the product, this is just silly. SO much is going on these days and people had time to get all upset and write to Tropicana because of a changed package. I am willing to bet 90% of these \"loyal customers\" were elderly. I have done plenty of branding work and they are very vocal about any change to anything anytime.

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ceez

February 23, 2009 7:55 PM

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WOW how LOL is this?!?!....

over the weekend I went to the grocery store and went to the OJ section, I didnt want to get the publix brand as I usually do just to try something different...as my eyes were quickly browsing the \"images\" I remember seeing that cardboard box and thinking \"hey look publix changed their carton image\". It wasnt until my g/f said \"how about tropicana\" holding up this plain vanilla looking box which I had completely ignored due to it's packaging.

I for one dont care, but I think there are hardcore OJ drinkers out there that like looking at pretty boxes.

I bet they're doing that to pay less to create a carton with 'pretty' graphics.

Blame it on the economy I guess.

1 replies

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February 23, 2009 8:07 PM

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@ceez: I think they might also be trying to position themselves as less than premium, trying to pull one over on bargain shopping shoppers.

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Anonymous

February 23, 2009 8:04 PM

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Tropicana could have had many reasons for change. Their market share was flat or falling, they hoped the loyal customers would care about the product (and keep buying) while new customers would notice the new container (and buy), advertising departments need jobs too, mass media like ad revenue, the false assumption that doing something is aways better than doing nothing.

Customers have many reasons for buying one brand over another. Loyalty, habit, resistance to change, prestige (more on this later), price, perceived quality, tradition.

Does the idea of buying a generic or store brand mean getting less product quality or does it mean that other shoppers (and family) will view you as cheap? Spending more does mean getting more.

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picardia

February 23, 2009 8:15 PM

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I just keep imagining how hard the marketing team that came up with this is sweating right now, if they have not already been fired.

The new package does look pretty generic. A bigger logo or more familiar/bold typeface might've helped. I can't believe this made it past the proposal stage.

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MyPetFly

February 23, 2009 8:17 PM

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Well, here I sit at work (at lunch!) with a carton of Tropicana purchased to hydrate me as I ponder whether I have pneumonia or not, and sure enough it's that new design.

It was cheaper than the other brand in the orange plastic jug, (not sure what brand) so I figured it was a generic store brand. Except for a few things where brand does make a difference, I don't care if I'm drinking plain-wrap or not. Maybe they should make their name bigger and in red, something like that.

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cubsd

February 23, 2009 8:21 PM

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\"Old packaging brought back after consumers realize new packaging requires ability to read\"

You know which orange juice I buy? The one on sale.

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Anonymous

February 23, 2009 8:26 PM

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Wow, this country is in even worse shape than I thought. I love Tropicana juices and drink OJ every day. I was a bit put off by the new packaging. Yes, in contrast to the original packaging, it does seem a bit generic. Yes, it did take me a couple of visits to the grocery store to become accustomed to the new packaging. But I can read, and I can learn new things (even at 60!). I'm not entirely happy with the flip top cap on the bottle. I learned the hard way that I need to hold it down when I shake the bottle. But really. Aren't there more important issues that we should be getting up in arms about?

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February 23, 2009 8:36 PM

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Seriously people? You can't find a product because the picture and/or colors are different even though the package has WORDS on it? I know you get used to looking for the certain picture or color but if you can't find what you really want, you look a little further. I was immediately able to find this after the change because of the word TROPICANA.

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nycborg

February 23, 2009 9:11 PM

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I thought they changed the packaging to save on ink costs. I read somewhere that ink is the most expensive liquid per oz.

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February 23, 2009 9:11 PM

Moderate |Flag for review

The first time that the new packaging appeared I thought the grocery had stopped selling Tropicana and replaced it with a generic brand. It was the blandest remake I have ever saw. The brand name was smaller, vertical and harder to read. I was about to write them myself.

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Viakenny

February 23, 2009 9:39 PM

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why not some hybrid packaging, with the minimalistic look AND the orange-with-a-straw?

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February 23, 2009 9:42 PM

Moderate |Flag for review

It's economic but they won't admit it.

They are reverting because customer confusion at point-of-sale resulted in decreased sales.

Nobody undoes a production change because \"a fraction of a percent of the people who buy the product\" don't like it.

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February 23, 2009 9:46 PM

Moderate |Flag for review

I LOVE THE NEW PACKAGING. People are idiots and resistant to change. I think the package doesn't look generic or private label, it looks more a lot of the packages you see on European shelves, which I think look a lot better than their American counterparts. What makes more sense? Showing a picture of the ACTUAL JUICE IN THE GLASS or some fantasy picture of AN ORANGE AND STRAW that doesn't actually exist in real life, at all.

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February 23, 2009 10:10 PM

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I still remember their old commercials where they stuck the straw into the orange to demonstrate how fresh their juice is. The straw & orange is definitely iconic for me. I associate it with the Tropicana brand.

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defiant1

February 23, 2009 10:30 PM

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Pimp my orange juice box, please.

/facepalm

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SatyakiAhenobarbus

February 23, 2009 10:31 PM

Moderate |Flag for review

Ignoring the printed design, the trouble with the new plastic caps is that *every* time we put a container back in the refrigerator, the cap hits the lip of the shelf above, and pops open. You don't notice until you take the bottle out and then shake it. We've had to mop up spilt juice a number of times already. Still, there's no use crying...

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savdavid

February 23, 2009 10:41 PM

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You have to admit the new packaging didn't take much imagination. Wonder how much they paid someone to \"design\" it?
You say the old one is not any better? Fine. I am just saying the new one looks very plain, boring and a bit cheap for such a pricey product.

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ludwigk

February 23, 2009 11:06 PM

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I really hate their new ad slogan that's plastered on all of their billboards at the subways:

\"its a natural\"

It's a natural what? Orange juice is a natural? It reads like poorly translated copy from another language, like the instructions you get with your off-brand USB thumb drive. Thank god I don't drink Tropicana. That ad is bad enough to make me avoid their product if I did.

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Yamunation

February 23, 2009 11:28 PM

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Their original packaging leaves a lot to be desired, but I agree that the new design looks generic, and doesn't really show you what you're buying. I'd be most satisfied with a happy medium.

Tropicana thought they were jumping on the \"clean design implies it is trendy and organic, therefore people will buy it\" bandwagon, and it backfired.

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Plates

February 24, 2009 12:01 AM

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I have a feeling that it was probably a way to get some free publicity.

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hmk

February 24, 2009 1:11 AM

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I like the new design style of the packaging, but I agree that it's harder to identify the different varieties. Not impossible, but longer than I find convenient. The tops used to be color-coded, so I could scan the shelf and identify my particular variety of OJ that much faster.

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February 24, 2009 1:21 AM

Moderate |Flag for review

Hate the new packaging, I almost didn't buy it last shopping trip 'cause I thought it was the store brand. Very ugly, waste of money on designers! Ick!

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Jordan Martin

February 24, 2009 1:35 AM

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If you don't know what you're buying, as in you don't look, you deserve to buy something too expensive as compared to your regular cheap oj.

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Poisonous Taoist

February 24, 2009 5:12 AM

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@Jordan Martin: I agree in that people don't seem to pay attention to what they put in their shopping carts, but it's also arguable that the loyal customers are so used to simply picking up that specific box that when it's not there, they run into trouble.

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February 24, 2009 2:43 AM

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Tropicana, Pepsi and Gatoraid are all owned by the same parent company, PepsiCo. Which explains why all the new package designs look equally as generic and sucky.

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redkamel

February 24, 2009 3:00 AM

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I didnt even know they changed the packaging, I just thought they stopped carrying tropicana.

Old packaging is way more awesome. its got a lot more heart. i dont like it when they try to make stuff look artsy...its orange juice. Sell me the juice. Show me a picture of an orange with a straw in it, or a happy child drinking the juice. I dont want a stylized glass.

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February 24, 2009 3:17 AM

Moderate |Flag for review

Having bought Tropican back when it sported a little basket-carrying native girl with oranges on her hat, I'd have to say that even the orange and straw was pushing it. At least they kept the logo fairly consistent. The new one looks like a frickin' rave poster.

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February 24, 2009 3:39 AM

Moderate |Flag for review

Thank GAWD! My wife complained weekly about the fact that she couldnt as easily find the low acid...

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Anonymous

February 24, 2009 4:16 AM

Moderate |Flag for review

Tropicana moved the orange from the front label and replaced it with a subtle \"orange-shaped\" CAP. Too subtle, and the variety indicator is also too subtle. Keep the cute cap, but return to the orange juice \"billboard\". You've got ample advertising space, so use it!

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Harry Pujols

February 24, 2009 5:28 AM

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Isn't it funny that Pepsico owns Tropicana? The ad agency came up with some \"center of the universe\" mumbo jumbo must have sold more than one crappy logo redesign!

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HurfDurf

February 24, 2009 6:26 AM

Moderate |Flag for review

I agree. It looks like everything Publix has ever done. Had a good laugh at the voting as well: \"This whole thing is stupid, 44%\"

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February 24, 2009 10:27 AM

Moderate |Flag for review

The best part...Tropicana paid The Arnell ad agency $35million to come up with that design and do a whole ad campaign around it. GOOD JOB DOUCHEBAGS!

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February 24, 2009 1:18 PM

Moderate |Flag for review

These people should care less about the packaging and more about the fact that Tropicana wastefully imports oranges to Florida.

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stezton

February 24, 2009 3:37 PM

Moderate |Flag for review

Nothing can out-ugly Sierra Mist's new cans.

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February 24, 2009 5:40 PM

Moderate |Flag for review

Oh for shit sakes, people... Why can't we just read? Why is a package change on OJ like the straw the broke the camel's back?

Seriously? OJ packaging?

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Brian Miller

February 24, 2009 8:24 PM

Moderate |Flag for review

I rather liked the new packaging. The old packaging sort of screams of \"Decaying Cape May Architecture\" to me. Ah, well.

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John House

February 25, 2009 6:39 PM

Moderate |Flag for review

Sierra Mist's new design is by the same guy who did the new Tropicana failure.

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Dan Finkelstein

February 28, 2009 2:38 AM

Moderate |Flag for review

well, i for one like it. the highlight is certainly the cap shaped like an orange! i could twist open that carton all freakin day long!

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November 23, 2009 5:31 PM

Moderate |Flag for review

Ugh. Juice your own. It tastes so much better fresh squeezed.

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PENFOLD

October 16, 2010 12:51 PM

Moderate |Flag for review

Did the I10T5 at Tropicana hire the same ID10T Company that did the logo and mascots for the 2012 Olympics in London?

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