Few weeks ago, Pepsico introduced new packagings and logos for Pepsi and Tropicana. Both rapidly became everyone’s favorite topic of conversation, but everyone agreed to say that both were a failure. Let’s focus on the Tropicana one, since so much has been said already about the Pepsi “smiley-faces” logos. As you can notice in the image above, the new packs all looked the same and had a very generic-looking design, removing the “tropic” and “juicy” away from the brand. Consumers were confused in the supermarket aisles: the shelves looked stuffed with OJ packs from Russia circa 1994, making it was impossible to make the difference between the different flavors.
So Tropicana fans rebelled. Mainly online: Twitter, Facebook groups, emails… And Pepsico announced today that they would roll back to the old warmer packagings:
Neil Campbell, president at Tropicana North America in Chicago, part of PepsiCo Americas Beverages, acknowledged that consumers can communicate with marketers “more readily and more quickly” than ever. “For companies that put consumers at the center of what they do,” he said, “it’s a good thing.”
I wouldn’t like to be the agency that worked on the re-branding…