Brand Review: Tropicana Brand Identity
I don’t know if any of you recall, but last January, in markets, and even our local Fens, there was a big change in the drink section. The Tropicana cartons were completely different. And while many of you probably didn’t think much of it, and just grabbed for it, there was huge debate over the change (so much in fact that they reverted to the old carton design). Now some aesthetic lovers, loved the new modern carton. We liked the clean typography, the simplicity, and were ready for a change from the orange with the straw. However, aesthetics does not always rule consumers in terms of their buying patterns. Just because a bottle is prettier (although this makes me cringle) does not mean a consumer is more likely to buy it. And consumers get used to the standard design of products. Below is the old carton (left) versus new carton (right):
