Tropicana's new package designs, done right this time around

Do you guys remember all the fuss when Tropicana introduced their new package designs a year ago? Well if you do, then you must remember all the negative publicity the orange juice brand was getting. They were all over the place, even radio stations were talking about it. The design lowered Tropicana’s place on the food chain (for orange juice) and customers didn’t want to pay more or the same for a “generic” appearing brand. Which means followers put taste preferences aside for the sake of design.

This is a good example of design being a competitive advantage through product/packaging differentiation. When a potential customer has seconds to decide what to pick up, good design can have a major influence within that small timeframe.

Who says design isn’t important? After all, it does set you apart from the competition. Tropicana found out the hard way.

Tropicana's old vs older packaging designs

After pulling the package designs for their old ones, they are introducing yet another new design. This one is more representative of their brand or the identity they are after. Premium quality. This time around, they have developed a very nice system for their group of several beverages and I’m sure their new package designs will take them into the right direction.