Tropicana Introduces New Carton Design
New packaging is part of an integrated campaign to relaunch brand
-- Packaging Digest, 1/8/2009 12:04:00 PM
Tropicana Products is launching redesigned packaging for their Pure Premium Orange Juice brand, as part of an integrated marketing and advertising campaign. The effort intended to reinforce the brand and product attributes, rejuvenate the category, and help consumers re-discover the health benefits they get from drinking orange juice.
For the first time, Tropicana Pure Premium Orange Juice will be branded 100% Orange, which will be featured as a bold, new graphic on all packaging to remind shoppers and consumers alike that Tropicana Pure Premium is squeezed from fresh oranges and has no added sugar or preservatives.
In addition to the new branding, a proprietary cap that’s designed to look like an orange, will be another visual signal of the brand's natural, health benefits.
"It's time to remind consumers that Tropicana Pure Premium is pure, natural and squeezed from fresh oranges," said Peter Arnell, the architect of Tropicana's multi-faceted marketing and advertising campaign. "In order to reinforce this message, we focused on the health benefits of the juice but showed it in a more emotional way than ever before in this category. We want to remind consumers how it should feel to drink this juice every morning."
To complement the new branding and packaging, the bold advertising campaign, entitled "Squeeze -- It's a Natural," seeks to establish an emotional connection between consumers and orange juice by reminding them of the positive ritual associated with starting each morning with Tropicana Pure Premium Orange Juice.
Reinforcing the "squeeze" concept, the brand's new packaging features proprietary technology to create a new orange cap, shaped like a half-orange, that reminds consumers -- as they "squeeze and twist" to open and serve -- of the goodness Tropicana squeezes from fresh oranges into each and every carton.
The new packaging design is sleek and simple, focusing on the quality of the contents and the health benefits of orange juice. The main image is a glass filled with orange juice - emblematic of the 8 oz. nutrition package Tropicana provides - communicating the nutritional value, trust and taste people expect from the Tropicana brand in a very contemporary and arresting design scheme.
Source: Tropicana Products, Inc.
As an ex ad agency marketer who worked on the Coca-Cola account during the relaunch of the "New" Coke, I never thought I''d see another major brand repeat the same mistake. The fact that it is Coke''s primary competitor, Pepsico, is so bad it''s funny.
Reading the rationale above, I actually started laughing out loud. The "bold new graphic" will remind consumers that it''s squeezed from fresh oranges?? Exactly how does a glass of juice get that concept across? Here''s a great idea: how ''bout a straw coming straight out of an orange?
That same graphic is supposed to remind them that it has no added sugar or preservatives? Hmm..how so? Same with health benefits..did I miss something? An image of a glass of oj is emotional? Good grief. (And they call women melodramatic!)
Last but not least, the campaign slogan "Squeeze--It''s a Natural". OMG, it''s natural to squeeze a juice carton (or do they mean the glass of oj?) every morning?? Hello..anybody home? Here''s a great idea: how ''bout showing an image of something you CAN squeeze...an ORANGE on the packaging - wow!
Well, now that they''ve switched back, I guess the whole thing is good news for Coca-Cola - they should no longer be showcased for the dumbest move in marketing history. Now it''ll be a case of dumb and dumber.
Marney Mutch - 2009-24-2 14:02:00 EST
Tropicana is a quality orange juice brand and I like the taste probably better than all other brands but it has to be competetively priced or consumers will look at other products including those that are made from frozen concentrate, which I myself do when I cannot get a good pricing, including bulk purchasing (for example 4 for the price of 3. I found the new packaging appealing and am going to enjoy a glass of some right now...
Kevin Taft - 2009-9-1 02:11:00 EST
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