Many people have written about the Tropicana redesign that tanked last year. At the time, I just shook my head and promptly stopped buying it. But now that I have seen some of their losses, it makes me really wonder what made them do it? WHY?
I saw these numbers on the Brand Packaging website:
"On January 8th Tropicana North America introduced a revolutionary new look for its flagship Tropicana Pure Premium brand, the market leader with over $700 million in North American sales. This design change was driven by and linked to a new $35 million advertising campaign that prominently featured the new packaging.
The in-market results were immediate and dramatic: Over the first two months, sales of Tropicana Pure Premium plummeted 20 percent, translating to over $30 million in lost revenue. Simultaneously, sales of the brand’s direct competitors (including Minute Maid, Florida’s Natural and private label brands) all increased by double-digits, clearly benefiting from Tropicana’s losses."
Wow!! I wonder what happened to the Advertising Agency that created both the new packaging and the advertising campaign that went with it. For a product with that kind of revenue you would have thought that they would have tested the market first before launching.