My kids (13,9,7 years old) love drinking juice. Not soda. A good thing for which i have my superb wife to thank.
So recently i noticed that the cardboard Tropicana pulp-free orange juice had been replaced in our fridge by the brand pictured above. that’s a plastic bottle btw not glass. I also noticed that OJ consumption in our household had shot up. Turned out my wife had gotten a bottle of Simply Juice randomly one day and the kids loved it so she got more. it’s now “our” family brand. I also noticed that i’m drinking more orange juice. And the reason, i think, is simply the packaging.
every time i open the fridge i can see the delicious citrus juice swimming around in the bottle, beckoning me to dive in. And of course i do. because i am weak and cannot resist temptation.
And that of course is SIMPLY JUICE’s edge. And Tropicana et al’s achilles heel. A waxy cardboard box adorned with anodyne-looking corporate graphics on it simply isn’t as appetitizing or motivating as seeing the juice itself.
So rather than spend untold millions changing their OJ packaging, getting it spectacularly wrong apparently, and then launching an expensive ad campaign to publicize their mistake, Tropicana should have simply copied SIMPLY JUICE genius packaging. Why? Because sometimes there’s only one good idea in a category. Shorter-lasting batteries? Boo! Longer-lasting batteries? Yesss!
tropicana thought this was a good idea? oy. and vey. and a very deep sigh.
[UPDATE] Sales of Tropicana have plummeted 20% post redesign. How can you get something as simple as orange juice that wrong? And the worst part is that this was no impulsive decision. Countless man hours were devoted (wasted) to undoing what little brand equity and interest Tropicana had. Just quit guys. Seriously. Try organic farming or something. This clearly isn’t the field for you.