I’d have thought people have better things to complain about than how pretty a package is — like what’s inside and how there’s less of it at the same price, for instance — and maybe if the economy weren’t in shambles those complaints would be ignored. But Tropicana is giving up on the orange juice packaging just introduced in January. Consumers, at least a vocal subset of them, don’t like it. The old one with an orange and a straw will be back on shelves this month and might already be back in your area.
With phone calls, email and snail mail, consumers told Tropicana the redesign just isn’t pretty. Some complained the new carton looks like a store brand or a generic bargain brand. Oh, perish the thought. One complaint that makes sense is the packaging makes it more difficult to spot Tropicana and to differentiate among the brand’s varieties.
Peter Arnell, whose agency came up with the design, recently defended it at a news conference, taking time to explain the psychology behind the new squeeze cap which, apparently, has been kept. Ad Age has a three-minute video clip.
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As the old saying goes, “Who knew”? Count me among the great, inattentive and unwashed masses, but I thought Tropicana had been pulled from the shelves of my neighborhood store.
Cruising the aisles, I assumed that design was a store brand, which we’ve never liked because of its sour edge. I never even looked at it closely, but simply picked up product from one of Tropicana’s direct competitors.
Good grief (directed toward ME, as well as Tropicana). This is a truly interesting post!
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I think there’s a big difference between not preferring a store or generic brand and not wanting to be seen possibly buying one. even when the product inside is the preferred brand. The implied objection was OMG, me buy a store brand? Gah. I have no time for that.
I sort of noticed the new packaging but it barely registered. I don’t buy much OJ and when I do, it’s usually the little ones (8 oz? 16?) and I have no brand loyalty there. When I buy a large container I buy Simply Orange. It’s so superior, imo, it’s worth every extra penny.
Now go buy some Tropicana now that you know it’s there!
I don’t remember the one with the straw at all, I think we’ve had the other one in the UK ever since I can remember..
That’s interesting, Cat, but I guess not surprising. Some of our supermarkets carry a lot of British products and I’m always struck by the different packaging fot Heinz products. Usually the only similarity is the distinctive shape of their label.
PS – I saw Jamie Magazine a few weeks ago. It’s $10 here! Ten!
I don’t care what the carton looks like as long as the orange juice comes from the USA.
Henny, welcome! I totally understand but unfortunately, we’ve learned with everything from ground beef to spinach that grown/raised and processed in the US is no guarantee of purity. Buy American is appealing, though.
I’ve had Cuban OJ in other countries and if we still didn’t have that embargo I would buy it in a flash. It’s hands-down the best I’ve ever tasted.
Mr. Arnell in that video got so emotional about the orange squeeze cap that I almost snorted my OJ out my nose!
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Tess, I know! Your comment nearly did the same to me. Hee!