Comments on: What to Learn From Tropicana’s Packaging Redesign Failure?

By: Gregg Eshelman

Gregg Eshelman — Fri, 22 Aug 2025 06:05:33 +0000

Those who don’t study marketing fail history are doomed to repeat it. Apparently the people behind Cracker Barrel changing their logo and “freshening up” stores with loads of white paint and removing antique stuff from the walls never did any research into how not to make changes. They should have looked at Tropicana’s $50 million fail before changing anything.

By: SteveLast

SteveLast — Sat, 24 May 2025 20:30:18 +0000

Tropicana’s redesign failed not just because consumers didn’t like the new look, but because they literally “didn’t recognize the product on supermarket shelves.” It highlights the silent, almost subconscious power of familiar packaging as a fundamental identifier in the chaotic environment of a store, showing how crucial immediate recognition is to sales.

By: 스포츠중계

스포츠중계 — Fri, 28 Mar 2025 07:50:17 +0000

Great, this really is helpful especially to beginners, thank you .

By: Joe Lygoe

Joe Lygoe — Tue, 06 Feb 2024 11:51:56 +0000

In reply to Norma Jeanne O'Malley. 100% - these failures (Gap included) come down to not communicating with their audience. Clients often think of testing as too expensive. These great failures showcase the cost of not testing. Creatives hate testing but Strategists love it. As someone who does both Creative and Strategy, I rate it. It has to be done with the right people and asking the right questions.

By: Studio Nine Design

Studio Nine Design — Sat, 24 Jun 2023 01:27:17 +0000

Some very helpful insight there for anyone in the design and branding industry!

By: Robert Tullis

Robert Tullis — Sat, 29 Apr 2023 01:38:35 +0000

In reply to Rami Dirani. The OBJECTIVE of the change was wrong too. The objective was to make the packaging new and modern, but not better. New and better are not the same thing, although advertisers are among the worst in mistakenly equating the two. It makes little difference to the costumer that the image is new, it is more important / relevant / meaningful / effective if it is of HIGHER QUALITY. In an effort to be meaninglessly new, they produced something of lower quality.

By: J.Ven

J.Ven — Tue, 17 May 2022 08:04:16 +0000

One of the most helpful articles I’ve read. :)

By: Jhon Miller

Jhon Miller — Wed, 22 Dec 2021 19:32:50 +0000

Great Article. I really like it. Always waiting for the new article like this

By: Thomas

Thomas — Thu, 11 Mar 2021 11:11:34 +0000

Impressed! The article is very good and impressive. Every brand faces some difficulties but one day it becomes stronger. Ups and downs happen in everybody’s life. Thanks for sharing this kind of article.

By: Lily

Lily — Thu, 11 Mar 2021 07:27:32 +0000

Really good article! I am a student of marketing and searched for that kind of article. A brand faces many challenges and at least it succeeds. Thanks for sharing this kind of article once again it was really informative.