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Rebranding FAIL

Tropicana: then and now...

Juice-producer Tropicana has recently undertaken a rebranding of all their packaging, and graphic designers, in particular, do not seem to be overwhelmed with the artistic genius of said exercise, as Steven Heller points out.
Consumers are mixed (see here) but I, for one, believe that making this brand so bland (and you have to admit it's bland, don't you?) is a big tactical mistake, even though I do like the new cap (above).

OK, so Tropicana weren't doing the rebrand for the benefit of the notoriously exacting and snobbish graphic design community, but I still think that this is a mistake... [Emphasis mine.]
A company exec wrote to Stuart Elliot at The New York Times: "We're pleased people feel so passionately about our brand, and we're listening to their feedback. While the packaging has changed, the product inside is still the same high-quality orange juice consumers know, love and trust."

It is your humble Devil's view that if you have to explicitly say something like that—that is, you have to reassure your customers that your product is still as good as it was—then your rebrand is an epic FAIL, is it not?

Comments

Roger Thornhill said…
Had I not seen this I would have walked right past it thinking the place does not/no longer stocks it.

White box with dark green arc of writing atop of orange circle = Tropicana. All other boxes = shite.

Design FAIL.

Given the response of the designers (they sound awfully like New Labour just after a new policy has been ridiculed for the crap it is), I do not see a happy ending any time soon.
Anonymous said…
This new rebrand makes Tropicana into the Christian Weston Chandler of orange juice cartons.

It isn't just Fail. It's Epic Fail.
IanPJ said…
It would seem that in Brown's socialist utopia, bland, boring and utilitarian are the new black, whether that be OJ cartons or web browsers..
Anonymous said…
It looks like a discount product. Very cheesy!
Anonymous said…
Who gives a flying fuck? Some silly graphics or not don't affect the taste.

By the way, "epic fail" should not be said by anyone over the age of 16. It's very much embarrassing-old-uncle-dancing-at-wedding territory.
Anonymous said…
@Anon 01:02 AM

Die in a fire, you fucking turd burglar.
Anonymous said…
It is a rebrand to make it look as if it is a more organic product. Less additive, less crap ....

Perhaps its needs a tagline ... Less crap, more squirrel shit....
Anonymous said…
We have something like this here in Australia.

Looks like a bottle of bleach.
Anonymous said…
There's a reason graphic designers are kept in front of Photoshop and not allowed to do grown up marketing...
Bemused Wolf said…
Yeah, but, don't you see?

You're all talking about it aren't you?

Rebranding? Maybe.

Free advertising, and publicity? Check.
Anonymous said…
Would look good in Comic Sans.....
Another recent marketing FAIL is Norwich Union's decision to rebrand as Aviva. Norwich Union is a great name for an insurance company because it suggests solidity, respectability, and roots in the local community - all the things that would make it a safe bet.

But "Aviva" could be anything. Is it the new small car from Renault? Is it a brand of orange juice, or perhaps one of those aspirational sanitary towels that cause women to jump around in white clothing while pouring blue ink on things?

They've spent a huge amount of money to replace a really good brand name with a really poor one.
Roger Thornhill said…
Agreed re Aviva, but it was not that simple, for the owners are Aviva, you know, one of those faceless holding companies who hired some knob-jockey to invent a faux-Latin name just like all the other acronymed personality-bypassed grey entities.

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