On February 23rd, 2009, Tropicana announced that it would return to its original packaging design, and within a few months, the old packaging was back for good on all supermarket shelves.Meanwhile, Tropicana’s competitors took advantage of the “Tropicana crisis” and gained the sales lost by the fruit juice brands.Two months later, sales dropped by 20%, and this spectacular decrease in sales represented a loss of 30 million dollars for Tropicana. A few days later, consumers started criticizing the new design, especially on social networks. On January 8th, 2009, Tropicana launched the new packaging for its best-selling product in North America – Tropicana Pure Premium, with sales revenues reaching more than 700 million dollars per year.Both the packaging design and the advertising campaign were created by the same agency: Arnell. Tropicana invested 35 million dollars in an advertising campaign that promoted the new packaging for the fruit juice brand.
The launch of the new packaging was indeed such a failure that Tropicana had to drop it to come back to the original version of the packaging.įirst of all, let’s summarize the facts to better understand the reasons for this packaging failure. However, this new packaging design was rejected and criticized by the majority of Tropicana’s consumers. On January 9th, 2009, the PepsiCo-owned brand decided to replace the existing packaging design for its best-selling orange juice with new packaging for the North American market. Tropicana is a very famous brand that sells fruit juice worldwide.
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