studiotwentysix2 the art + design of tom davie

Thursday, August 13, 2009

What we can learn from Tropicana

I was sent a copy of this article a few weeks ago as a PDF file, but now that Brand Packaging has added it to their site, I thought I would forward it along.

The article focuses on the recent Tropicana rebranding failure by discussing what went wrong, what we can learn from it, and how to potentially avoid a future rebranding backlash.

  • What we can learn from Tropicana
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    Blogger Shawn Gault said...

    This story fascinates me. So many mistakes all at the same time to create a perfect disaster. It was really interesting to read how they had an ad agency jointly develop the advertising campaign and the packaging.

    All the factors included I still think that the biggest factor is that the design made the product look like a generic brand. Consumers probably looked at the shelf, thought the store didn't have Tropicana, and chose something else they were familiar with.


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