There's been a backsplash in the orange juice world. Today NPR and the New York Times reported on the consumer outrage against the new packaging for Tropicana. It appears that Tropicana overlooked the strong emotional connection their core consumers (those who are passionate about and loyal to the brand) had to the original packaging.
As marketers, we think the re-
design brings a fresh, modern look to the packaging. As consumers, we understand the backlash because in this economy, consumers are seeking the comfort of their favorite brands. When times are uncertain, consumers look for stability and familiarity, not radical changes.
As IMC students, we understand the necessity of consumer-centricity when developing brand strategy. Brandweek's report of the survey Being Consumer-Centric: A Retailer and Manufacturer Update says that "most retailers (75 percent) and consumer products manufacturers (58 percent) rank consumer centricity as a top-three success factor." The report also says that "the limited availability of team resources is the largest impediment to consumer-centric success for both retailers (37 percent) and manufacturers (43 percent)." To solve the problem of limited resources, retailers and manufactures need to turn to integrated marketing communications experts in order to develop effective campaigns and maximize ROI.
Clearly Tropicana is consumer-centric because they re-desinged the packaging based on consumer research, and are now swtiching back to the original design based on consumer feedback. In Tropicana's case, it appears the issue arose from not putting enough weight on the opinions of its most passionate consumers. Even though they represent a small fraction of their consumer base, Tropicana understood the importance of keeping them happy because these are the people who will be talking about the brand the most. Tropicana can teach marketers a lesson on the importance of understanding how your consumers feel about your products. Marketers need to monitor what is being said about their brand while also bringing their core consumers into the conversation to develop effective campaigns.
Give us your fresh squeezed thoughts on this issue by taking our poll and leaving your comments below.
--Marina Molenda and Stacy Cohen
UPDATE: Tropicana received a second hit from its rebranding blunder. Sales from January to February dropped 20%. Read more details at AdAge.
4 comments:
I actually like the modernity of the new packaging, but it doesn't look like Tropicana. I totally understand where the consumers are coming from. It looks a bit like they are trying to copy the aesthetic of the Simply Orange Juice brand. I am a loyal Tropicana customer but I am somewhat biased since I grew up in the place where Tropicana is bottled, where you can smell the oranges in the air.
I just don't know where I should be putting my straw into anymore...
I am sad to say it, but bring back my orange.
I think the re-design is generic looking and somewhat pretentious in its quest for modernity. In light of the recession, consumers are going back to basics, trusted brands and simplicity. That's always what Tropicana has stood for its messaging and packaging. The straw in the orange is a powerful image of wholesome freshness. I'm glad they're going back to it.
I think it looks like a private label orange juice now, which makes me not want to buy this!
Post a Comment