Note to Dove, no one notices packaging until it goes wrong - just ask Tropicana.

That's not entirely true of course.  Graphic designers notice.  But for the rest of us, packaging changes come and go and are rarely acknowledged.

Unfortunately mistakes transcend complacency.  When Tropicana changed their packaging in 2009, sales dropped 20% in less than two months.  (Zmuda, 2017)

Of course their situation was a bit worse since their packaging change meant that I could no longer recognize my favorite product on the store shelf.

But do I really need to be reminded of my figure flaws every time I moisturize?  That doesn't sound very empowering to me.  And for a brand that prides itself on appealing to real women?  What were you thinking?   

The consumer insight for this brand was that only 2% of women think they're beautiful.  Based on this Dove said they wanted to expand the definition of beautiful.  How does this move accomplish that?  Seems like a clear case of body shaming to me.

At least it's a limited edition, in the UK.  But that didn't stop Twitter from weighing in.

You can see the tweets here...

https://www.fastcompany.com/40419119/dove-matches-its-new-body-wash-bottles-to-your-body-type  

Now we'll let the market decide.  I can't wait to see what happens.

Zmuda, N. (2009, April 2)  Tropicana Line's Sales Plunge 20% Post-Rebranding.  adage.com.  retrieved April 3, 2009, from

http://adage.com/article/news/tropicana-line-s-sales-plunge-20-post-rebranding/135735/

Beer, J. (2017, May 8)  Dove Matches Its New Body Wash Bottles To Your Body Type - UPDATE - And People Hate it.  fastcompany.com.  retrieved May 12, 2017, from

https://www.fastcompany.com/40419119/dove-matches-its-new-body-wash-bottles-to-your-body-type  

Where do the oranges in your orange juice come from, and do you care?

After rebounding from a new packaging disaster several years ago, Tropicana noticed that a key competitor, Florida’s Natural, was making inroads into their business by touting the fact that they only used Florida oranges in their juice.  So after several years of using a blend that included imported oranges, they switched to 100% Florida oranges in November. 

The formal announcement of the switch took place in January amid the media frenzy about fungicides found in imported oranges.  Nice timing. (Zmuda, 2013)

Their website home page now highlights the fact that “each 59 ounce container contains 16 fresh-picked oranges.”  And this new commercial broke on the Grammy awards.  Pay attention though, the reference to Florida oranges goes by quickly.

http://www.youtube.com/watch?v=rpNR-l6O_qw

So what do you think?  Is the 100% Florida oranges approach a winner?  The number two brand in the category – Simply Orange, continues to use a blend.

Zmuda, N. (2013, February 19).  Tropicana Goes Back to Nature in New Global Pitch.  adage.com.  Retrieved February 27, 2013, from

http://adage.com/article/global-news/tropicana-back-nature-global-pitch/232819/

“Girlfriends” deliver for Trop50

In 2010, PepsiCo launched a new campaign for their half-the-calories juice brand Trop50, starring Jane Krakowski of 30 Rock, and her friends, dishing about “life, love and looking good.”  The over the top, highly entertaining commercials apparently struck a chord with their intended audience.  Sales in 3Q 2011, were up 50% versus year ago, on top of 37% growth in the previous year’s 3Q.  (Lukovitz, 2012)

Wow!  No wonder the campaign which was originally scheduled to finish at the end of 2011 has been extended into 2012.  And, three more varieties have been added to the line, with plans for more to come.

But, I have to admit that although I enjoy the commercials, I have not tried the products.  I figure that I can add water to my juice all by myself if that’s what I want instead of paying extra for Tropicana to do it for me.

What about you?  Have you tried Trop50?  Are you eagerly awaiting the arrival of their new flavors?

Lukovitz, K. (2012, April 24) Trop50 Extends Products – And ‘Girlfriends’ Campaign. mediapost.com. Retrieved April 26, 2012, from

http://www.mediapost.com/publications/article/173159/trop50-extends-products-and-girlfriends-campa.html

Can advertising persuade people to eat healthier?

6/25/09

If as critics believe, advertising leads people to buy things they don’t need, then is the reverse also true? Can advertising help people to make smarter choices and eat better?

Here comes Tropicana to take a shot at it. Since their orange juice is 100% non-reconstituted juice, and contains no additives, it is uniquely positioned to tout the health properties of its product. They intend to start by focusing on the fact that 7 out of 10 adults, as well as most children, are not consuming the USDA-recommended 4 fruit servings per day.

Interestingly, according to the CMO, “We’ve learned a majority of orange juice drinkers are unaware that 100% orange juice contributes to their daily fruit intake”. (Lukovitz, 2009)

Hmm. What does this say about non-drinkers? Are they equally ignorant, or perhaps more so? Will this campaign help educate a public that just doesn’t want to know? Will it sell more Tropicana orange juice?

Lukovitz, K. (2009, June 16). Tropicana Promotes OJ As Daily Fruit Serving. mediapost.com. Retrived June 22, 2009 from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108063