Packaging · Global · 2009
Tropicana: The Redesign That Was Reversed
Tropicana replaced its famous orange-with-straw pack with a minimalist glass of juice, and customers couldn’t find it.
By Maer Media editorial teamPublished 4 October 20263 min readArnell GroupPackaging · Market & Growth
- Brand
- Tropicana
- Market
- Global
- Year
- 2009
- Category
- Packaging
- Agency or team
- Arnell Group
- Channels
- Packaging
The context
Tropicana Pure Premium had a strong, recognisable pack. In 2009, PepsiCo commissioned a modern redesign.
Loyal shoppers find products by shape and colour.
The move
The new pack removed the orange and straw, used a close-up of a glass of juice and changed the logo orientation. On the shelf it looked like a store brand.
How it was executed
- Removed the orange-with-straw image.
- Changed the logo orientation.
- Introduced a generic glass-of-juice photo.
Tropicana replaced its famous orange-with-straw pack with a minimalist glass of juice, and customers couldn’t find it.
What happened Reported facts
Sales reportedly fell about 20% in the two months after launch, and PepsiCo reverted to the old design within weeks.
Why it worked Maer’s analysis
The redesign removed the cues customers used to find the product.
What to take from it Maer’s analysis
- 01Know your distinctive assets before you redesign.
- 02Test packs on the shelf, not in a presentation.
- 03Loyal customers navigate by shape and colour.
Indian FMCG brands should test packs on real shelves and in thumbnails before rolling out.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: PepsiCo; press coverage (2009). Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Tropicana.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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