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.
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:
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.