Tropicana Orange Juice Sales Drop 20% after redesign

Tropicana redesigned its orange juice cartons to be, I think, colder, and less 'tropical.'

Consumers voted against the redesign with a 20% drop in sales.

http://adage.com/article?article_id=135735

A commenter to the Ad Age article reminds readers of 'Tropic Ana,' the grass skirt and lei-wearing girl that used to be part of their corporate ID...

http://pushtocreate.com/allen.html

I posted about this on my blog back on February 25th when I first heard of their terrible redesign. I think it's funny that their sales have dropped $33 million, since the redesign cost them $35 million. I wouldn't call the redesign "cold and less tropical", its just plain generic.

So you find the design as warm and tropical as it was before - to the extent that it was warm or tropical before.

I found the design completely lifeless. Also it was harder to find the type of juice I wanted. I'd say the redesign failed on all fronts.

Not at all tropical, but I didn't consider a red and white straw impaling an orange to be very tropical either. Like I said, I just think it is very generic. They should have just made the carton white with block letters spelling out "orange juice"... probably could have saved them $34,999,995.00 or so.

The font is colder, and the shade of green is further from what would be found on real leaves.