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Tropicana Discovers Some Buyers Are Passionate

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By: Sean Moloughney

Editor, Nutraceuticals World

PepsiCo Americas Beverages is bowing to public demand and scrapping the changes made to a flagship product, Tropicana Pure Premium orange juice. Redesigned packaging that was introduced in early January is being discontinued in favor of the longtime Tropicana brand symbol, an orange from which a straw protrudes. The symbol, meant to evoke fresh taste, had been supplanted on the new packages by a glass of orange juice.
The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look. Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.” Such attention is becoming increasingly common as interactive technologies enable consumers to rapidly convey opinions to marketers. According to company executives, it was not the volume of the outcries that led to the change. Rather, the criticism is being heeded because it came from “loyal consumers.”
—The New York Times, 2/23/09

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