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Tropicana branding and profits go backwards


I think too often branding work is approached an an intellectual exercise where you can shift your brand however you want and lead your customers around by the nose. I have participated in too many of those exercises where the trust and values that are developed between the brand and their customers isn’t taken into consideration. About a month ago I wrote about how Tropicana re-branded themselves and recreated their packaging and results created a huge consumer backlash. Tropicana quickly said they were going to scrap the packaging which at the time seemed like solely a branding move but numbers released today also show they moved so quickly because the backlash was against more than the packaging. After the redesign sales of the whole Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22 which cost the brand somewhere in the neighborhood of $33 million in sales. All of this makes this branding debacle one of the worst on record and only time will tell if they are able to regain market share once they have reverted back to the old branding and packaging. So make a note than when you are doing any branding work that there is a lot at stake than wether or not you are going to have a portfolio piece at the end of the project.

1 Comment

  1. Drew Schwartz

    April 5, 2009 at 10:07 pm

    It is truly a terrible branding effort on Tropicana’s part. Not only is the imagery confusing, I found the style outdated/digipopish, and the fact that they turned the actual brand name vertical is a stunner to anyone who does brand work.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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