We recommend either ordering via grocery delivery or calling your local store to verify. Even if a product shows available in our locator, the product may not be on-shelf. And doubtless, no one thought that this redesign could have such an impact. Were working diligently to keep products readily available to our consumers. The wrong juice? There’s no way a focus group would have found that. It took me longer to shop, and twice this winter I went home with the wrong juice.” My preference was hidden in small type the cartons no longer differentiated on the shelves. And the new packaging made it hard for me to buy it. The most telling comment on the shopper’s experience came from David Wertheimer’s blog, where he says “As a loyal Tropicana buyer, I don’t love the straw-punctured fruit or the old logo at all. So it turns out, the new packaging introduced what we in user experience business call a usability problem. You now have to stop and think about which juice you want to buy, and given all these options, you enter “Paradox of Choice” territory, where you end up frustrated trying to decide between so many options. Now think about these new Tropicana carton designs - with their generic typography and more abstract imagery, Tropicana no longer stands out. etc.) For the shopper, the brand image serves as a shorthand for their desired product - you can quickly cut through all these choices and grab exactly the product you want. You’ve probably got 4-10 different brands (Tropicana, Minute Maid, Florida’s Natural, etc.), each of which has 4-10 variants (no pulp, some pulp, extra calcium, low calorie, etc. Think about buying juice at the supermarket. For consumer packaged goods, branding plays a critical role in the customer’s experience. The issue, though, is the carton *in context*, and this understanding is neglected in typical market research methods. And I can see how if you brought the new packaging into a group of Tropicana buyers, you might actually get a favorable reaction. I don’t know the nature of that research, but branding often finds itself subject to focus groups. This begs the question - how did they get here? That they were ready to commit $35 million to roll out this new brand suggests that whatever research they conducted, this new look fared well. Earlier this week, PepsiCo, owner of Tropicana, announced that it was responding to a massive public outcry against the new look by scrapping it and returning to their iconic orange. The new design wasn’t bad, but it lacked the distinctive personality of the orange-with-the-straw image, instead favoring a cool and generic aesthetic. In disbelief, I looked around for another option, and it was only after this second look that I realized they did have Tropicana, but in newly-designed cartons.
In fact, I didn’t see any Tropicana juices. My standby, Tropicana Orange Juice (with Some Pulp) was no longer there. A few weeks ago, shopping for my family at the supermarket, I did a double-take in front of the juice display.
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