Last month I wrote about the packaging makeover of Tropicana Fruit Juice. Well after a backlash from loyal customers, last week they decided to switch back to their original packaging. Much has been written about Tropicana these last couple of months since they first introduced the new packaging. As I said in my post I wasn't a big fan of the new packaging, and I never found anyone who had positive things to say about it. But I have been reflecting about this the last few days and I think overall this was a positive experience for the Tropicana brand. For a start, there were hundreds of news articles (and thousands of blog articles) written about their failed packaging makeover. When they made the announcement they were changing back to the original packaging this was picked up by major news organizations such as NPR, CNN, CNBC and the New York Times. Now, when was the last time you heard the Tropicana brand on NPR - my guess is never. Here is my take on the whole "fiasco." So, they made a costly mistake which angered some of their best customers. But they didn't just sit around and ignored the noise, they listened and took action. Their loyal customers felt seen and are probably now even more loyal to their brand than ever before. And they received millions of dollars worth of new publicity that they would never have received if they hadn't changed their packaging. And the packaging makeover wasn't a total loss. They are keeping the new orange shaped squeeze screw top. Obviously, the average small business is not going to get on NPR when they change their product label or packaging no matter they do. So the takeaway for the rest of us I believe is that when you do a packaging makeover tread very carefully. Contact your top customers to solicit their feedback. And make sure you leave some component of your label or package the same so the customer will still recognize your product on the grocery store shelf. Then when your new packaging has been launched listen to your customers and respond if necessary.
The Tropicana New Packaging "Fiasco"
This entry was posted on March 05, 2009.