Tropicana abandons pack design following customer complaints

NEW YORK - PepsiCo juice brand Tropicana is to drop a recent packaging redesign created by Arnell following a consumer backlash, according to a report.

Tropicana Pure Premium orange juice will bring back its old motif of an orange with a straw sticking out of it next month, The New York Times has reported.

The decision comes after the brand received a deluge of complaints from consumers criticising the redesigned cartons, which were launched in January.

The new packaging depicts a tall glass of Tropicana, with the message "100% orange. Pure and natural" written across the carton.

Tropicana packaging design by Arnell

The redesigned packaging aimed to refresh the brand and drive a natural fruit goodness message.

Consumers have said that the new packaging looked "ugly", made the juice difficult to differentiate and gave it a "generic bargain brand" feel.

Arnell, the Omnicom agency responsible for the recent redesign, has pledged support for the about-face.

Peter Arnell, chairman and chief creative officer stated that he was surprised by consumer reaction, but said: "Tropicana is doing exactly what it should be doing. I'm glad Tropicana is getting this kind of attention."

Neil Campbell, president at Tropicana North America in Chicago, acknowledged that the brand had "underestimated the deep emotional bond" that consumers had with the previous packaging.

Tropicana did not see the old motif as something that consumers connected with.

Campbell said: "Those consumers are very important, so we responded."

However, research has shown that the image does resonate with the juice brand's loyal fan base.

PepsiCo is still running a TV, print and outdoor advertising campaign, 'Squeeze', timed to coincide with the design change.

The new cap, shaped like an orange, will also be kept.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Look out for the invisibles and introverts in your agency
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Agencies' anger at failure of Stronger In campaign
Shares0
Share

1 Agencies' anger at failure of Stronger In campaign

"We failed the country, we could and should have done better." So says one senior advertising executive involved in the Britain Stronger In Europe campaign.

Just published