The Tropicana issues have been "the talk" lately, so I thought I should open the issues for discussion...
Consumers hate it and I'm not surprised.
If you think about it, the new packaging makes visual scene. It looks clean, fresh and pure... three concepts that an OJ company wants to be associated with.
However, I don't think it was considered how much of a staple in culture Tropicana already was. Consumers already liked the packaging. This is the perfect example of changing something without considering culture first.
If I were assigned to change Tropicana's Corporate ID, the first thing I would do is go to a random coffee shop, sit down with a glass of OJ, and find out what random people think.
This all leads me to ask... Why change what's good? Stop fucking with what works!
What made them want to change it in the first place?
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