Which Brand Leaves a Bad Taste in Your Mouth?

by Dionne Aiken

When Tropicana launched its new package design, it was met with consumer resistance and consequently, there was a 20 percent drop in sales. The Arnell Group, responsible for the redesign, attempted to create a fresher more modern look but inadvertently created a generic looking package that couldn’t stack up in grocery stores compared to its original predecessor.

Tropicana Package Design

PepsiCo did a remarkable 360 when they retracted the new Tropicana design and reverted back to the original packaging that we all grew to know and love.  The original packaging by Sterling Brands just worked.

PepsiCo also stirred up a flurry of online chatter when they unveiled Pepsi’s new logo/redesign.  Debates still continue on whether this was a $1 million step toward a brighter future or a $1 million mistake:

Pepsi logo

The 50th anniversary edition of Communication Arts has an article about the personal ties and attachments we as consumers develop to our brands.  Researchers call this unaided awareness in that these brands automatically elicit an emotional response and thus we recognize these brands instinctively.  Even in a recession, as seen with such brands as Tropicana or even Walmart, brands have marketing power.

One Response to Which Brand Leaves a Bad Taste in Your Mouth?

  1. […] A logo and a brand can change over time. True. Logos should be designed with longevity in mind but in an ever evolving marketing environment things, as well as consumers change.  To remain relevant and at the same time unique and fresh, logos as well as brands can change over time.  There are some examples in this post that touches on redesigns and branding. […]

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