Who failed Tropicana?

%{[ data-embed-type=”image” data-embed-id=”57150c6089121ca96b96556b” data-embed-element=”aside” ]}%


I’m beginning to suspect Tropicana is just trying to drum up free press at this point. One month after announcing its new packaging that did away with the classic straw-in-an-orange logo, it’s bringing it back because of demand. The New York Times is calling this fiasco “Pepsi Co now has its own version of New Coke.” Pepsi owns Tropicana.

The idea to change the label falls at the feet of a major advertising firm called Arnell Group, which is based out of New York. (Close to becoming the official city for failures and bailouts.) The new campaign was dead out of the water. First, the new slogan — “squeeze it’s a natural” — didn’t make any sense. The Times called it “typographically challenging.”

The biggest mistake, though, was getting rid of the logo. Even its supporters said that it looked “at best, like a discount store brand.” The final nail was people in the grocery store who couldn’t find Tropicana anymore because they hadn’t seen the new campaign and were just looking for the familiar straw.

The sad thing is that Tropicana had just hired Arnell and got charged a boat-load of money for this failed redesign. The Times says the campaign cost $35 million, which, given traditional ad agreements, would mean Arnell pocketed over $3 million.

Last month, a Tropicana spokesperson called the new packaging “the opportunity to re-present Tropicana in a big way.” Hopefully, the company now realizes that while change may be good for the presidency, but when it comes to orange juice customers prefer old-fashioned.

Categories: Dining, Food & Drink