Connect
To Top

Tropicana branding and profits go backwards

tropicana

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 Not only is the imagery confusing, I found the style outdated/digipopish, and the fact that they turned the actual brand name vertical is a stunner to anyone who does brand work.

You must be logged in to post a comment Login

Leave a Reply

More in Branding

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.

Follow Me On Instagram

 Spending a lot of time away from home lately so looking forward to getting home tomorrow to see these two crazy ones. #NationalPuppyDay #pugs #pugsofinstagram #pug #puglife  Brunch with @thechiclibrary before I hit the road again #chic #tomford @blackscale #blackscale @tomford #brunch #fashion  I always love the unwritten rule in Barcelona where you can create street art on doors and shutters but not the actual buildings. #streetartbarcelona #barcelona #streetartofficial #streetart #streetartist  Another preview of our commission from @tristaneaton and based on the 'crazy' in letterpress type and archery target you should know this is my side of the piece. #tristaneaton #tristaneatonart #tristaneatonmural #streetart #streetartist #streetartofficial  No caption does this justice because @tristaneaton is an absolutely brilliant artist. @thechiclibrary and I each gave him a list of what we love and inspires us which he used to create this massive 8' x 4' painting that he is finishing today. It can't get here fast enough. #streetartofficial #streetart #streetartist #tristaneaton #tristaneatonart #tristaneatonmural #commission #modernart #mural
 Another preview of our @tristaneaton commission. Full photos coming soon #tristaneaton #tristaneatonart #tristaneatonmural #streetart #streetartist #streetartofficial  The @obeygiant globe is a limited edition replica of the one which hung from the Eiffel Tower last year and was made by the worlds oldest globe maker. #galerieitinerrance #streetartparis #streetart #streetartist #shepardfairey #obeygiant #obey @galerie_itinerrance  My kind of street art from the Gothic Quarter in Barcelona #streetart #streetartist #streetartofficial #barcelona #streetartbarcelona #hola #skull  Our abdominal snow Pug loves the weather and the 16" of snow at our house north of NYC which feels more like north of the wall today. #pug #pugs #pugsofinstagram #nyc #westchester #snow #northofthewall  For those who asked about where to find the @invaderwashere is at @picassomuseum - remember it's an old piece before he got his style down so maybe look down at the last doorway on the south end of the museum. #streetart #streetartist #streetartofficial #streetartbarcelona #spaceinvader #invader #invaderwalls
 More in love with our @obeygiant from @galerie_itinerrance more every day. #streerart #shepardfairey #shepardfaireyart #shepardfaireyobey #streetartist #globe #earthcrisis  Feels a bit like Xmas today as our Earth Chrisis @obeygiant pieces and more showed up from @galerie_itinerrance in Paris. #obeygiant #obey #shepardfairey #streetartist #streetart #streetartparis #galerieitinerrance  Briefcase 2.0 thanks to @louisvuitton Avenue champ de Elysees #apolloalldaybag #louisvuitton #louisvuittonmonogram #monogrameclipse #lv #design #creativedirector  Thanks to @quiccs for the new addition to the collection - a black Forbidden TEQ63. It's the perfect middle size between my two @huckgee TEQ Skullheads. #quiccs #urbanvinyl #huckgee #huckgeeskullhead #dunny #skullhead  Barcelona street art public service announcements #streetart #streetartist #streetartofficial #streetartbarcelona

Copyright © 2015 Stephen Gates