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Due to Customer Backlash, Tropicana Ditches New Logo

Last month Tropicana debuted a clean new look to emphasize the all-natural, fresh squeezed juice. However, due to an overwhelming amount of customer outrage, the company is abandoning the changes and returning to the old packaging. Many loyal Tropicana fans were disgusted by the brand's redesigned logo — which features a glass of orange juice against a white backdrop, instead of the familiar orange with a straw poking out the side — calling it ugly, stupid, and generic-looking. According to Neil Campbell, the President of Tropicana North America, the company was unaware of its fiercely loyal consumers:

We underestimated the deep emotional bond [of the brand's original logo]. What we didn't get was the passion this very loyal small group of consumers have. That wasn't something that came out in the research. Those consumers are very important to us, so we responded.

The reaction will be quick: Tropicana plans to discontinue the redesigned packaging immediately and have the old image back on the carton by next month. The juice giant isn't the only brand to update its logo; Pepsi, Snapple, and Heinz have recently revamped their trademark images. Only time will tell if these companies fare better with consumer support than Tropicana did.

Did you notice the new Tropicana packaging? How do you feel about the controversy?

Harry3294625 Harry3294625 5 years
Jesus H. Crap, people, it's just a box with a new design. Would you stop buying Coke or Pepsi if they changed the font?
koolbr33z3 koolbr33z3 8 years
aww, i liked the new design. i don't get why people are so upset. the juice is still the same.
merie33 merie33 8 years
I went in the fridge earlier to get some juice and saw the bottle of it, and thought at first that my mom had bought the generic brand. I actually had to stop and read the bottle to notice it was Tropicana. I don't mind the new IS just a label after all, but it threw me off for a minute.
emalove emalove 8 years
Uhhh, it's the same juice....people are so weird!
smaine07 smaine07 8 years
I noticed it too.. I didn't like it, so I am kinda glad they listened to everyone and are changing it back.
juliarose23 juliarose23 8 years
i was not happy with the new logo, when i opened my fridge i couldn't find my tropicana orange juice!
caramelqtee75 caramelqtee75 8 years
If this isn't the silliest mess! Who gives a rat's behind what the carton looks like? Is the orange juice the same?? Ridiculous!!
laurelm laurelm 8 years
I thought it looked clean, modern and the organic healthy look people go for now... I dont drink orange juice so for me it doesn't matter
jelibeann jelibeann 8 years
I also thought it was the store brand at first - we only buy Tropicana, so I was wondering where the heck it went. I don't consider myself distressed by the change, but I can't say I mind the fact that they are changing it back - that orange with the straw in it was kind of a nostalgic image that pretty much shows exactly what any orange juice brand should want to convey - juice that tastes like you stuck a straw in an orange...yum
zoinks zoinks 8 years
I thought it was generic as well. I spent 5 mins running around looking for the brand and didn't see it, so just bought the generic--or what I thought was the generic.
Munkeyhed Munkeyhed 8 years
I thought it was the store brand, too!
UrbanBohemian UrbanBohemian 8 years
This is all much ado about nothing. The packaging looked '70s to me, but I liked it and the packaging is not why I'd bother to buy the juice. I love Tropicana so it doesn't matter. I also think Pepsi's new packaging looks '70s to me even though their message is all about the generations of Pepsi drinkers. But really, we're in a recession so why should we care about the new design of some food and drink products?
kmckay kmckay 8 years
how strange is it that people actually concern themselves with what a carton of OJ looks like?!?! you gotta wonder how these people define "problems".
msjean msjean 8 years
Consumers were irritated bc: 1. new design harder to read, brand harder to identify. design does not "mean" anything. brand name in thin font running vertically on the side. (recall old Tropicana design had brand name in huge font across the top with the orange and straw - you can find that from 500 ft away). 2. harder to distinguish between types of OJ. the old design made it very clear with a colored band across the box with pulp/no pulp/etc.
Spectra Spectra 8 years
It's a stupid logo, people. Get over it! I always read the packaging when I buy food, so how do you pick up the brand-name stuff and think it's the generic stuff? It says TROPICANA right on there. I don't usually buy brand name food anyway because here's a little secret for y'all: Most food packaging plants pack the exact same product for say, Tropicana, as they do for Roundy's Orange Juice. The only difference is the packaging and the price.
lilkimbo lilkimbo 8 years
Musicjunkie, I thought that same thing! People actually used the word disgusted? Bizarre.
suziryder suziryder 8 years
Lauren, Tropicana is not from concentrate. It says it right on the container. I find this controversy hysterical. Outraged? Really? People were outraged over the redesign? I thought it was ugly, and would take some getting used to, but I'd continue to buy based on what was on sale (Tropicana or Florida's Natural).
chiefdishwasher chiefdishwasher 8 years
I buy my juice based on price (I only use it for smoothies) and Tropicana happened to be 2 for $6. I actually did not look at the brand name and thought I was buying Safeway brand juice. I did not realize it was Tropicana until I read this article and checked it.
starangel82 starangel82 8 years
Interesting. I don't usually buy orange juice, so I hadn't noticed.
Frenched Frenched 8 years
People sure do overreact! It's just a carton of orange juice. I guess some people just get really attached to what they know and love.
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