www.tropicana.com
Hello and welcome to a new segment of Area Light Explorer. Today, we are taking a closer look at Tropicana. www.tropicana.com
This week, their package redesign was listed as the second dumbest moments in business 2009 according to the a syndicated Fortune article being mass distributed online through outlets such as Yahoo.
Personally, when I first noticed the cartons, I was actually impressed. However, I will admit I wasn't really registering this as a repackaging of an old product. I suppose for those people loyal to this specific type of juice, they are going to get confused too when they don't find what they are looking for. So this became a modern marketing phenomena where the consumer market actually complained about losing the old straw in an orange picture, that the parent company PepsiCo actually had the packaging changed back.
For me though, I actually liked the new brand image, because I kind of like to gleam associative lifestyle from consuming products with great messages. What I saw was a modernized approach to advertising on the package. It was simple, yet contemporary. You see this huge glass of orange juice, some more modern graphic fonts like you might find on a website, and in the glass you see what kind of vitamin fortification, pulp content, 100% natural orange juice is the most prominant message, and then something about concentrate. Anyways, when I look at a glass of orange juice, this is the kind of thing that sometimes crosses my mind. I get a health kick from it both physically and mentally. The old staw right from the orange was cool, but I know as a general buying ethic, I am not going to buy anything other than 100% natural orange juice, just because I know I can get it. So in terms of real orange juice, I've never really paid attention to the brand message element of "organic" if you want to call it that. What I liked was the health benefit message popping up everywhere from science and nutrition magazines and commercials.
The new look goes along with me and my lifestyle/ experience better than the staw into the orange. I'm a big personal fan of oranges. We used to use it as a half-time staple for soccer matches. Vitamin C has always been a family theme, but it's the energy in the juice that attracts me more than anything. I remember some old t.v. commercials about a fly that takes a drink from a glass of orange juice, and when someone tries to smash it with a newspaper, the fly busts through the paper! Now that's a good message for energy! Though, I wouldn't recommend using a fly as a brand icon on the package!
Seems like there is a lot of criticism of the package from a design standpoint. People say they look for the old picture and the first thought on their mind is what kind of pulp from none to medium and so on. It's information kind of hidden in smaller font on the picture of the glass of orange juice, and since people don't know where to look, they're not catching it. The new packaging seems to be specific to the no pulp class, while in the stores you are still going to see those gallon jugs. I was surprised there wasn't a complete overhaul of the entire brand line, but I could see that being a problem in the beginning. Another criticism was the use of contemporary layout, which I thought was nice in using higher end photography and typesetting.
One of the things that stands out to me, though they did go back on the design, is that the online media has made a frenzy out of the event- and much of this is just people talking about their commercial preferences for the drink. It's almost like those Hollywood stars making a mess out of their lives for press attention. I think the change as an event probably brought dividends from the mainstream market exposure. In fact, the thought crossed my mind this would make for a terrific Area Light Explorer article.
I decided to take a look at their website, and you shouldn't be surprised to find the social media campaign as progressive as ever. The package redesign was part of a complete marketing overhaul I think they say cost 35 million. I bet a lot of that was spent on advertising, and perhaps that is where they might have done a better job reaching out to their market in advance of the initiative. Anyways, the site loads..it has modern media production value. In terms of high-end contemporary website design, it is essentially flawless in my professional opinion.
From an organizational standpoint, it almost seems as if they are being responsive to the scrutiny by their consumers about the packaging and ads. I looked into some of their new commercials and I have to say I was laughing my tail off. These are definately off the cuff and the kind of thing that people like to spread around in video sharing. I didn't see an embed code, but one of them was basically like an exhaggerated "Folger- The Best Part of Waking Up", and the other was an exhaggerated "on the go lifestyle/ orange juice gives you the boost you need" type message. Overall, I had to think whoever made these commercials were drinking way too much orange juice, lol!
So they have this "Grove To Glass" theme presented as one of their main links. I think that satisfies the old straw in an orange messeage. They also have "Health Benefits" which I think reiterates the general impression people get about orange juice as a healthy drink. So they also have info on environmental interests and recycling. Other info about having fruit in your diet. Now as a consumer, this is all delivering me exactly what I want. Then they have a "Join Us" option, and you quickly discover this is a PepsiCo division, and working for them means working for a world-class organization. They seem to emphasize marketing and claim to seek out the most talented people. The thought did cross my mind...
I was a little disoriented by their direct engagement to the market. Tropican apparently extends all they do to package and serve a healthy lifestyle through list serving. That is, people can sign up for their newsletter, and I suppose receive regular health kick media, coupons, and information like you find on their site. I actually know a lot of female oriented marketing thrives on this kind of approach. Not a coincidence given so many moms are the ones going to be buying the orange juice. In fact, from their commercials and such, you see a message about people living their lives, the experience of morning and breakfast as a family or perhaps whatever defines your role in life. I think the concept is right on.
As I bring this segment to a close, I just wanted to let anyone reading this to know they are highly encouraged to jump in with their own thoughts and views. We are modifying how we go about Area Light Explorer, and turning this activity- this whole site in fact- into an online social networking magazine. Previously, I had posted my explorations on one thread called Area Light Explores. However, in order to improve search, usability, and content management, we are shifting to segments by subject as a new way of producing Area Light Explorations. Contact Area Light Member Services if you have any questions.
One of my online activities is research and development for my business. I was impressed by what I found with Tropicana, and I think it would be fun to push my view of their packaging, and bring back the new version, lol! Packagin is an industry I have some interest in, and I think moving away from plastic, using biodegradable materials, and designing cartons that can transport more juice less expensively and more efficiently a very good business move. The consumer engagement, particularly in drawing people into their online assets, was very well done. Perhaps they were taking a calculated risk hoping people would go to their site because they noticed and loved the new packaging. However, however they got the attention, I think you can see some intelligent planning and integrative strategy to follow through nicely.
I actually think there is an industry opportunity here where people access generic functional packaging and derive their value of the brand in online interaction. So for Nascent Dynamics ( ) Modern Business for the Modern Environment, a good research segment. This leads to another activity I have been designing for Area Light. The concept requires the consumer market to organize intelligently to work with the provider market. It's no less relevant to the challenge being approached by Tropicana. I also thought it was fascinating to see the company financials...which turns out to be a complete investment profile. I noted a BuyDirect project they are announcing and I almost thought for a minute I could become an online distributor! It's actually some kind of direct stock option that I suppose enables anyone to buy and manage PepsiCo stock at an affordable rate. Now that's good stuff all from a simple news article!
Best,
Anthony Reardon
Area Light Explorer
This week, their package redesign was listed as the second dumbest moments in business 2009 according to the a syndicated Fortune article being mass distributed online through outlets such as Yahoo.
Personally, when I first noticed the cartons, I was actually impressed. However, I will admit I wasn't really registering this as a repackaging of an old product. I suppose for those people loyal to this specific type of juice, they are going to get confused too when they don't find what they are looking for. So this became a modern marketing phenomena where the consumer market actually complained about losing the old straw in an orange picture, that the parent company PepsiCo actually had the packaging changed back.
For me though, I actually liked the new brand image, because I kind of like to gleam associative lifestyle from consuming products with great messages. What I saw was a modernized approach to advertising on the package. It was simple, yet contemporary. You see this huge glass of orange juice, some more modern graphic fonts like you might find on a website, and in the glass you see what kind of vitamin fortification, pulp content, 100% natural orange juice is the most prominant message, and then something about concentrate. Anyways, when I look at a glass of orange juice, this is the kind of thing that sometimes crosses my mind. I get a health kick from it both physically and mentally. The old staw right from the orange was cool, but I know as a general buying ethic, I am not going to buy anything other than 100% natural orange juice, just because I know I can get it. So in terms of real orange juice, I've never really paid attention to the brand message element of "organic" if you want to call it that. What I liked was the health benefit message popping up everywhere from science and nutrition magazines and commercials.
The new look goes along with me and my lifestyle/ experience better than the staw into the orange. I'm a big personal fan of oranges. We used to use it as a half-time staple for soccer matches. Vitamin C has always been a family theme, but it's the energy in the juice that attracts me more than anything. I remember some old t.v. commercials about a fly that takes a drink from a glass of orange juice, and when someone tries to smash it with a newspaper, the fly busts through the paper! Now that's a good message for energy! Though, I wouldn't recommend using a fly as a brand icon on the package!
Seems like there is a lot of criticism of the package from a design standpoint. People say they look for the old picture and the first thought on their mind is what kind of pulp from none to medium and so on. It's information kind of hidden in smaller font on the picture of the glass of orange juice, and since people don't know where to look, they're not catching it. The new packaging seems to be specific to the no pulp class, while in the stores you are still going to see those gallon jugs. I was surprised there wasn't a complete overhaul of the entire brand line, but I could see that being a problem in the beginning. Another criticism was the use of contemporary layout, which I thought was nice in using higher end photography and typesetting.
One of the things that stands out to me, though they did go back on the design, is that the online media has made a frenzy out of the event- and much of this is just people talking about their commercial preferences for the drink. It's almost like those Hollywood stars making a mess out of their lives for press attention. I think the change as an event probably brought dividends from the mainstream market exposure. In fact, the thought crossed my mind this would make for a terrific Area Light Explorer article.
I decided to take a look at their website, and you shouldn't be surprised to find the social media campaign as progressive as ever. The package redesign was part of a complete marketing overhaul I think they say cost 35 million. I bet a lot of that was spent on advertising, and perhaps that is where they might have done a better job reaching out to their market in advance of the initiative. Anyways, the site loads..it has modern media production value. In terms of high-end contemporary website design, it is essentially flawless in my professional opinion.
From an organizational standpoint, it almost seems as if they are being responsive to the scrutiny by their consumers about the packaging and ads. I looked into some of their new commercials and I have to say I was laughing my tail off. These are definately off the cuff and the kind of thing that people like to spread around in video sharing. I didn't see an embed code, but one of them was basically like an exhaggerated "Folger- The Best Part of Waking Up", and the other was an exhaggerated "on the go lifestyle/ orange juice gives you the boost you need" type message. Overall, I had to think whoever made these commercials were drinking way too much orange juice, lol!
So they have this "Grove To Glass" theme presented as one of their main links. I think that satisfies the old straw in an orange messeage. They also have "Health Benefits" which I think reiterates the general impression people get about orange juice as a healthy drink. So they also have info on environmental interests and recycling. Other info about having fruit in your diet. Now as a consumer, this is all delivering me exactly what I want. Then they have a "Join Us" option, and you quickly discover this is a PepsiCo division, and working for them means working for a world-class organization. They seem to emphasize marketing and claim to seek out the most talented people. The thought did cross my mind...
I was a little disoriented by their direct engagement to the market. Tropican apparently extends all they do to package and serve a healthy lifestyle through list serving. That is, people can sign up for their newsletter, and I suppose receive regular health kick media, coupons, and information like you find on their site. I actually know a lot of female oriented marketing thrives on this kind of approach. Not a coincidence given so many moms are the ones going to be buying the orange juice. In fact, from their commercials and such, you see a message about people living their lives, the experience of morning and breakfast as a family or perhaps whatever defines your role in life. I think the concept is right on.
As I bring this segment to a close, I just wanted to let anyone reading this to know they are highly encouraged to jump in with their own thoughts and views. We are modifying how we go about Area Light Explorer, and turning this activity- this whole site in fact- into an online social networking magazine. Previously, I had posted my explorations on one thread called Area Light Explores. However, in order to improve search, usability, and content management, we are shifting to segments by subject as a new way of producing Area Light Explorations. Contact Area Light Member Services if you have any questions.
One of my online activities is research and development for my business. I was impressed by what I found with Tropicana, and I think it would be fun to push my view of their packaging, and bring back the new version, lol! Packagin is an industry I have some interest in, and I think moving away from plastic, using biodegradable materials, and designing cartons that can transport more juice less expensively and more efficiently a very good business move. The consumer engagement, particularly in drawing people into their online assets, was very well done. Perhaps they were taking a calculated risk hoping people would go to their site because they noticed and loved the new packaging. However, however they got the attention, I think you can see some intelligent planning and integrative strategy to follow through nicely.
I actually think there is an industry opportunity here where people access generic functional packaging and derive their value of the brand in online interaction. So for Nascent Dynamics ( ) Modern Business for the Modern Environment, a good research segment. This leads to another activity I have been designing for Area Light. The concept requires the consumer market to organize intelligently to work with the provider market. It's no less relevant to the challenge being approached by Tropicana. I also thought it was fascinating to see the company financials...which turns out to be a complete investment profile. I noted a BuyDirect project they are announcing and I almost thought for a minute I could become an online distributor! It's actually some kind of direct stock option that I suppose enables anyone to buy and manage PepsiCo stock at an affordable rate. Now that's good stuff all from a simple news article!
Best,
Anthony Reardon
Area Light Explorer
Replies to This Discussion
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Permalink Reply by Nascent Dynamics ( ) on -
Interesting development I just noticed. Trop50 had this crazy graphic of a junglescape growing from an orange sort of hidden up at the top of the carton. I checked it out, and then I realized they are running an event where they will save 100 acres of rainforest for every carton you buy.
The requirement seems to be entering some kind of code from the carton. Now orange juice is something I feel is useful during the winter cold seasons. So I know people are out there buying orange juuce anyway. Why not buy this Trop50 or other products if they are included in the contest. I might take another visit to the site to see if details are included.
I think it is rather interesting that I didn't know about the event. It will apparently end on December 31, 2009. So I wonder how effective this promtional campaign is going for Tropicana? Is it entirely focussed toward existing customers? I mean PepsiCo does have an advertising budget. Then I got to thinking about the recovery for this huge fiasco with their product packaging theme change. As I wrote earlier, most people didn't like the new look because they did not recognize the orange with a straw they normally look for. They spent something in the millions to come up with this marketing concept, were pressured to pull it, and correspondingly were compelled to get whatever value they could out of it. So the Trop50 is a slightly different recipe of orange juice if I recall. They did return the main product to the traditional containers. Could it be they are letting the product marketing concept continue to execute, but not supporting it with the mainstream budget?
Something is wrong here, nonetheless. I think this is a really cool thing. We're buying loads of orange juice right now and fighting off colds in this wintery weather. Why not buy loads of protection for the rainforest? Maybe what these guys need is a voluntary viral campaign, starting with guys like me who actually like the new product concept. This is the kind of product thing Area Light could gather around, support, and endorse.
Food for thought...too much orange juice, lol!!!
Best,
Anthony
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