Arnell New York's rebranding and advertising strategy for Tropicana was introduced and died in just a couple of months. This story is another great example of how in control consumers are.Tropicana customers loved the longtime Tropicana symbol, a straw stuck in an orange that stood for the juice's fresh taste (on left) and rejected the new image (on right).
On Monday, New York Times advertising columnist Stuart Elliot wrote,"PepsiCo... 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... and the previous version will be brought back in the next month."
It makes you question the research for this campaign? Did they do research at the start? Did they test their creative with their target market? Who did they ask? Why if this reaction was so strong did they not get a sense of this before rolling out a $35 million dollar campaign?
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