Tropicana Listens to its Customers – WOW!

The New York Times reported yesterday that Tropicana is reverting to its familiar orange juice packaging after hearing from upset consumers and bloggers.

From the article:

The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look.

Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.”

Old Package vs. New Package

Old Package vs. New Package

Pulling back from a major rebrand/redesign takes real leadership.  Someone had to make a convincing and probably passionate argument as to why they should pull back, and give the people what they want.  The money is already spent, they probably wont get any back from their agency, but that’s no reason to stick with a bad decision and a bad design.  Congratulations to Tropicana and the people who had the intestinal fortitude to do the right thing.

While the article doesn’t mention sales figures, I can only assume that lower sales figures may have played a role in making this decision easier…

BTW – click here to read my original rant on the subject of Tropicana’s new bland packaging that started it all…..and comments from other readers of

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4 Responses to “Tropicana Listens to its Customers – WOW!”

  1. Dave Rigotti on February 23rd, 2009:

    Very cool! Glad they listen! They are probably way ahead of most companies just due to the fact they listen, but they are lightyears of most companies who actually take action on consumer feedback (from blogs, twitter, etc).

  2. Dan Waldron on February 23rd, 2009:

    I found your site on Google and read a few of your other entires. Nice Stuff. I’m looking forward to reading more from you.

  3. Bryan Stapp on February 23rd, 2009:

    I did an interview with The Saint Pete Times yesterday – seems that the controversy is being followed closely there.

  4. MrSarcastic on February 23rd, 2009:

    Nice SME ink, Stapper! Hope it drove mad traffic to the blahg…er, blog.