Tropicana Switches Back to Old Packaging Design for Orange Juice Boxes

By: Tanya Taylor, PhD | Feb 25, 2009

Tropicana OJ

In January 2009, Tropicana introduced new packaging for it's cartons. Just a month later, Tropicana has announced that it will be switching back to it's old design.

The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look [Source].

I hated the new packaging too - it doesn't look nearly as good as it does in the picture - the color isn't a bright vivid orange, and it took me a while to figure out that it's supposed to be a glass of orange juice. Plus, as others mentioned, the new packaging makes it much harder to distinguish between varieties, such as Heart Healthy, Calcium, etc. I didn't even think to complain, but it seems many more were more passionate than I. It also shows the power of the consumer - that companies (some of them) are really listening.

I do however like the sleek new design of the Tropicana OJ jugs. Although I do NOT like the fact that it is 7 ounces less, going from 96 to 89 ounces - and the same price.

Tropicana OJ

Comments

Thu: February 26, 2009
christine said:

I am so happy. I wish they would bring back the Light version. I cannot find it anywhere.

Thu: March 5, 2009
brista said:

True Story:

I don't buy OJ often, but when I do, I look for the kind where the ingredient list is short and mostly contains just oranges. I usually end up with some organic/natural/health-foodie-marketed brand, so most of the time, I just pick up the plainest looking bottle. Usually that's the one I want. I usually do not even look at the major brands like Sunny D, Tropicana, etc.

Last time I was at the store, I saw a new OJ that, by its packaging design, I assumed was marketed to the health-foodie-types so that was the first one I grabbed to check the ingredients. Turns out that it was just Tropicana with a new look...also turns out that they don't add all kinds of garbage to their OJ, so I bought it.

Even though (apparently!) everyone hated the new packaging, I never would have picked it up in the first place if it had the other packaging design. So they got at least 1 customer with the new look.

Personally I liked the new design compared to the old one. It reminds me of Target's store brand products and I like Target's look. Probably not what Tropicana was going for, though!